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OCT 25 1939 
JUN 10 1946 


11148-S 





BUILDING 
RETAIL BUSINESS 
BY LETTER 


‘ INCLUDING =. 
Four Hundred Retail Letters 
That Made Good 


BY 
JOHN B. RUFFALO 


President and General Manager, The John Service, Inc. 
Inventor, “Presswritten Letters” 








| NEW YORK’ 
THE JOHN SERVICE, INC. 
: 1923 





Pw re 


im, 


Copyright, 1923, 
Joun B. RurraLo 


All rights reserved 





More 


\X \ a 


LoD 
AGS & 


FOREWORD 


THis volume is offered the retailers of America, to 
promote the use of the personal letter in store work. 

Many merchants do not realize the value of this 
medium; more who appreciate it, do not use it because 
of lack of time or the ability to draft effective messages 
of this type. 

Within these covers are letters of proved effective- 
ness, each selected because of some unusual success 
from the private files of The John Service, Inc.—a 
New York organization (of which the author is Presi- 
dent) whose sole work is the preparation of Sales 
Letter Campaigns. Years of experience in dealing 


with retail problems, and hundreds of tests of specific 


letters or campaigns, have gone to the making of what 
is offered the reader. 

In addition to specimen letters, there is also much 
valuable data regarding the writing of effective letters, 
and the many ways in which they can be advantageously 
used. The retailer who is a student or beginner in 
direct advertising will benefit from it as much as the 
one who already appreciates the tremendous power of 
the letter. 

The aim throughout has been to make the book con- 


FOREWORD 


structively useful to the general merchandising world; 
and if it helps even slightly toward a better under- 
standing and a more effective use of the Personal 
Letter as an advertising and selling medium, it will 
have served its purpose. 

JOHN B. RUFFALO. 


New York, N. Y. 
Jan. 8, 1923 


TABLE OF CONTENTS 


PART I 
PAGE 
CuapTerR I. The Personal Letter—lIts value to the retailer— 
Its relation to other advertising—Special Re- 
port containing recommendations to 
Make advertising pull more 
Make shop-windows sell more 
Win word-of-mouth publicity 
Revive dormant accounts 
Get new customers ..... . 1 


Cuapter IJ. Letter Writing—Discussing the so-called ‘‘con- 
versational’’ idea—Pains and brains—Effective 
LELUODAWE TORO Qt te np cate ve OP “a mek, 


Cuapter III. How to Write a Successful Letter—The open- 
ing—The body of the letter—The close—En- 
thusiasm— Originality — Sincerity — Courtesy — 
Appealing to women—Appealing tomen . . 28 


CHapter IV. The Make-up of the Letter—Circulars— 
‘‘Matching-in’’ — Presswritten letters — First 
SOSA SESS ©, ee oe Gee ee 4 Che Ce ee Ay 


Cuapter V. The Follow-wp—Theory—Application—How 
long should a follow-up continue—Various uses 
SiethevLOHOW-UPis, se” 2. cal ile oe eee 0 OS 


Cuapter VI. The Mailing List—Sources of lists—How to 
get lists—Revising the lst—Card indexing— 
COL BeGT Ey rates coro). eee em oe ks MEER 


TABLE OF CONTENTS 


PAGE 
Cuapter VII. Grammar and Form—Importance of correct- 
ness—Stationery—Heading and address—The 

letter’s end—Paragraph forms . . . . . 90 


CuHapter VIII. How to Use This Book—Selecting letters— 
Building letters—Timely uses of letters—Kdi- 
torials ee Peer ie me Aer fs SY 


PART II 


SEecTION I. Men’s Clothing... (.) sant ee 
Good-will Letters 
Vacation Goods Letters 
Holiday Letters 
Writing from New York about Stock 
Purchased 
No Sales Ever Held 
Clearance and Anniversary Sales 


Szction IL. Boots and Shoes “2 2) = eye eed 
‘Men’s 
Women’s 
Children’s 


SEcTION LIL Boys Clothing” (2 ee ee ee ace 


Addressing the Boy 
Addressing the Mother 


SECTION IV. Department Store... sa. ee 


Good-will Letters 

Holiday Letters 

Fall Opening Announcement 
Clearance and Anniversary Sales 
Men’s Clothing Department 
Ready-to-Wear Department 


TABLE OF CONTENTS 


Section V. Ready-to-Wear Shop 


Section VI. 


Section VII. 


Section VIII. 


Section IX. 
SECTION X. 
SEcTION XI. 


SEcTION XII. 


Section XIII. 
SECTION XIV. 


SECTION XV. 


SEcTION XVI. 


Good-will Letters 
Announcing Style Opening 
Holiday Letters 
Teachers’ Convention 
Leaving for Easter Markets 
Writing from New York about Stock 
Purchased | 
Clearance and Anniversary Sales 
Apparel for Stylish Stouts 
Millinery 
Corsets 
Personal Shopping Service . 
Children’s Apparel . 
Trade at Home 
Installment Business 
Inactwe Accounts 
Charge Accounts . 
Furs 


Furmture . 


Collections 


PAGE 
321 


389 
401 
407 
419 
429 
439 
447 
465 
477 
495 
543 





CHAPTER I 
THE PERSONAL LETTER 


Smith—very successful as the managing director of 
a prominent department store—was speaking on the 
subject of advertising before a retail merchants’ con- 
vention. 

‘*Hixperience has convinced me,”’ he said, ‘‘that news- 
papers, billboards, street-car cards, all have their vir- 
tues and are more or less indispensable to the modern 
store, yet nothing will reach the heart of a family— 
nothing will drive home its appeal—like the personal 
letter. 

‘‘The personal letter is unquestionably one of the 
most powerful factors in the merchandising world to- 
day. Wide as its use is, however, it still lies idle, an 
undeveloped possibility, in the store of many a mer- 
chant where it might be playing an important part. 

‘I’m not talking theories, gentlemen, but facts. I’ve 
seen actual results brought about through letters that 
would seem almost unbelievable. And when I say re- 
sults I mean results in dollars and cents. I’ve seen 
the hardest and toughest prospects brought in by a 
personal letter after everything else had failed. I’ve 

Ea 


BUILDING RETAIL BUSINESS BY LETTER 


seen a run-down business—the smallest establishment 
in town—in a few years lifted into leadership through 
letters. 

‘‘Gentlemen, we retailers have unjustly refused to 
give recognition to a medium which is a tremendous 
selling power. And we above all others, for in our par- 
ticular business we are handicapped. We cannot em- 
ploy salesmen as the wholesaler does. We cannot send 
solicitors into the homes where we know the business is 
and get it. NO! It is not the custom. Even if sales 
are slow, we must continue to depend on silent sales- 
manship to bring people in. 

‘‘Down the street may reside a ‘Brown’ whose pat- 
ronage we might feel confident of getting if we could 
talk to him. But we can’t, for Brown doesn’t come 
to our store. And so it goes season after season. 
Business gets away that would increase our volume 
considerably. 

‘“Wide as my experience in retail merchandising 
has been, it was but recently that I had my eyes opened 
to the real value of the personal letter. I had always 
looked upon a letter as a means of getting across a 
message in a personal and forceful way. I had never 
considered it as an important link in an advertising 
chain. 

‘*Hor some time I had been receiving literature from 
a certain advertising house. It was all on Personal 


[2] 


THE PERSONAL LETTER 


Letter Advertising, and usually these people would 
close with the request that I send on my problems to 
them. One day, more in a joke than anything else, I 
did. I wrote to them that the things which were 
bothering me were: 


how to make our advertising more effective 
how to make our show windows sell more 
how to win more ‘‘word-of-mouth’’ publicity 
how to revive dormant accounts 

how to get new customers. 

















‘‘Of course, gentlemen, I need not mention that I 
expected to hear no more about the matter. I had 
asked them for the solution to the problem which has 
baffled us all, so much so that we no longer look upon 
it as such but accept it as one of those impossible 
things in business. Imagine my surprise, therefore, 
when I received a reply with a questionnaire to fill out. 
The questions were intelligent and some of them diffi- 
cult to answer, but I was determined to see the thing 
through and they were answered. Some weeks later 
I received from this house their recommendations in 
the form of a report which was so full of logic and 
summed up the whole situation so clearly and con- 
cisely that I am going to read it to you.”’ 


BUILDING RETAIL BUSINESS BY LETTER 


SPECIAL REPORT 
No. S76% 
Summed up, your recent request to formulate 
specific recommendations to--- 
---make your advertising more effective 
---make your show windows sell more 
---win more "word-of-mouth" publicity 
---revive dormant accounts 
---get NEW customers 
amounts to a request for a definite plan to 
INCREASE SALES---and to do so both ECONOMICALLY 
and PROFITABLY. 
Naturally, the recommendations which follow 
are made after a thorough investigation, and are 


based upon the belief that from the standpoint of 


reliability, merchandise, values and service your 


[4] 


THE PERSONAL LETTER 


Store holds its own, or excels, in the community 
in which you operate. It would, of course, be 
useless on our part to make any suggestions unless 
these fundamentals were right---unless you 
offered all that the other stores offer. 

In arriving at our conclusions, we fully 


reviewed all facts. First we looked into your 


MARKET---In your city and in the out- 
lying districts from which you draw trade, 
you have a population of approximately 
125,000 people---25,000 families. 


Twenty percent---5,000---is, we 

believe a conservative’ estimate of the 
number of these families who do not buy 
the class of merchandise you sell, thereby 
reducing this figure to 20,000 families. 


From the information and figures you 
have given us, we are quite safe, we 
believe, in estimating that 12,000 fami- 
lies seldom if ever trade at your store. 
(In other words, the four competitors 
you mention are dependent upon this 
source for their patronage). 


BUILDING RETAIL BUSINESS BY LETTER 






second, we reviewed carefully the literature 






you sent us showing your 










PRESENT METHODS TO ATTRACT TRADE---Your 
newspaper copy is excellent and, frankly, 
we do not deem it necessary to make any 
suggestions other than that editorials 
should be more frequent. 








The photographs submitted show that your 
windows are attractive, your billboards 
clever. Your store enjoys an unusually 
good reputation, and therefore receives 
its share, perhaps more, of that "word- 
of-mouth" publicity which all stores de- 
sire and should get. 
















You advised us that a full-page ad in the 
leading paper of your city, with a gross circula- 
tion. Of 51,000. Goste aco. Allowing for those 
copies of this paper that go to points which are 
too distant from which to draw trade---and for 
other reasons---we are safe, we believe, in 
estimating that 25,000 is your available circula- 


tion. On this basis, the approximate cost of 





THE PERSONAL LETTER 


getting your advertisement into each home---in 
company with other ads---is #¢. 


While on this point, however, we desire to 


VOuUr attention to some additional facts: 


12,000 families in the community in which 
you operate are not customers. It is 
apparent that these people are NOT read- 
ing your advertisements, OTHERWISE at 
least a good part of them would now be 
trading at your store. 


Few people could READ your advertise- 
ments---BELIEVE them---and not be 
influenced to come to your store at some 
time or other. 


Therefore the fact must be faced that 
your advertising is INEFFECTIVE so far 
as 12,000 families are concerned, or 
approximately 50% of the available cir- 
Cats tLom you are paying for: 


THIS INCREASES THE COST OF GETTING YOUR 
AD INTO THE HOME. INSTEAD OF 3¢ PER 
HOME, IT NOW BECOMES 12¢. 





You advised us that each year THREE (3) 


PERCENT of the gross amount of your sales is set 





BUILDING RETAIL BUSINESS BY LETTER 


aside for advertising purposes---most of which, 
of course, goes into the newspaper field. In other 
words, if we are correct in stating that your 
advertising is effective mostly with those people 
who already trade with you, you are. virtually 
spending $6.00 a year on every customer whose pur- 
chases at your store amount to $200 per annum. 
This, of course, iS not your intention but at 
present it nevertheless IS the result. 

Now another point. These 12,000 families 
or the majority of them, know that you are in 
business, irrespective of the fact that they are 
not noticing your advertising. They go by your 


3 
store---they see your name---yet they never even 


think of coming in. It is not because they can do 


better elsewhere---we have covered that phase of 
it already---but because of one or more of the 


following reasons: 





[8] 


THE PERSONAL LETTER 





Some of them do not care 
where they trade. One 

store is just as good as 
another. 


INDIFFERENCE 









Others become accustomed 
to going to a certain 
store and do not readily 
break away. They trade 
not from preference but 
mrom hebit. 









FRIENDSHIP —~ Popular clerks or proprie- 
tors of stores hold much 
trade by pure friendship,: 
in spite of actually 
greater values elsewhere. 









IGNORANCE - Consumers are often un- 
able to judge or appreciate 
values offered. They may 
not know you are selling 
better goods for less. 











CONFIDENCE - While you remain a stranger 
to a large proportion of 
the buying public, many 
will lack the confidence 

to purchase from you. 






[9] 


BUILDING RETAIL BUSINESS BY LETTER 


TO SUM UP: 


12,000 are not now customers 
of your store. 


12,000 are not reading or notic-— 
ing your advertising. 


12,000 are not influenced by 
"word-of-mouth" publicity. 


12,000 are trading elsewhere be- 
cause of 


INDIFFERENCE 
HABIT 
FRIENDSHIP 
IGNORANCE 
CONFIDENCE 


QUR RECOMMENDATIONS: 


WE RECOMMEND THAT A CLOSE RELATIONSHIP BE 





ESTABLISHED BETWEEN YOU AND THESE PROSPECTS. 


IN OUR OPINION, THIS CAN BEST BE DONE THROUGH 
PERSONAL LETTERS---THE ONE MEDIUM WHICH ENABLES 
YOU TO REACH THEM INDIVIDUALLY AND PERSONALLY, 


AND IN A STRAIGHTFORWARD, CONVINCING, FRIENDLY 





THE PERSONAL LETTER 


WAY TELL THEM ABOUT YOUR POLICY, YOUR METHODS AND 
YOUR DESIRE TO HAVE THEIR PATRONAGE. THEN---AND 


ONLY~- THEN--- 


1 - YOUR ADVERTISING WILL PRODUCE MORE 


& — YOUR SHOW WINDOWS WILL SELL MORE 


5 - YOU WILL GET MORE PEOPLE TO TALK 
ABOUT YOUR STORE 
4 - YOU WILL GET NEW CUSTOMERS. 
Were you to ask on what we base this, our 
answer would be "Human Nature---Common Sense". By 


wey of illustration, let us take two people-—- 
Jones and Smith. They know you and your store, but 
Hacyouraae elsewhere. Now suppose you call in 
your Sener Tanner and dictate to these two individ- 
uais_e personal letter telling hen quite frankly 
that you are writing them because you want their 
business and would like to know just what you can 


do to get it. The natural and logical result will 


[11] 


BUILDING RETAIL BUSINESS BY LETTER 


be a favorable impression. And if this impres- 
sion is revived and reinforced by succeeding 
letters---each demonstrating your sincerity in © 
desiring their patronage---in pleasing them-—-- 
they will be almost CERTAIN to respond. FURTHER- 


MORE, WHEN THESE PEOPLE SEE YOUR ADVERTISEMENTS, 





YOUR SHOW WINDOWS, OR THE NAME OVER YOUR DOOR, IT 
IS ONLY REASONABLE TO ASSUME THAT THEY WILL RECALL 
YOUR LETTERS, AND IN THIS WAY YOUR ADVERTISEMENTS 
AND THE VALUES YOU FEATURE WILL HAVE AN OPPORTUNITY 
TO FUNCTION MORE. THE SAME IS ALSO TRUE OF YOUR 
SHOW WINDOWS. 

But to accomplish these results, it must 
be borne in mind that the letters you send out must 
be PERSONAL. They must be typed---bear all the 
earmarks of individually dictated communications. 
A counterfeit letter, printed through a ribbon 


and with an cbhvious “fit ink enon note pemtisca. 


[12] 


THE PERSONAL LETTER 


REGARDING DORMANT ACCOUNTS: 

A ey analysis as to why 100 customers 
no longer trade at a certain store, discloses the 
following: 


68 drift away bevause of store indifference 

9 buy elsewhere because of price inducement 

5 move to parts unknown 
14 have unadjusted grievances 

5 are influenced by friends to shop elsewhere 


i 1S en uhner dead or unaccounted’ for. 


xperience has amply demonstrated that 


these people---or at least a majority of them--- 


may be induced to return if a-little personal 


interest is displayed. Indifference, you will 
Novem 2c respousibie for all but 62 out of the 100: 
To overcome this it is necessary to show these 
people that you are concerned over the fact that 
they no longer trade with you, and that if anything 
has gone wrong you want to make it right, etc. 


Here; too, a personal letter will enable 





[13 ] 


BUILDING RETAIL BUSINESS BY LETTER 


you to get these people back on your books---to 
adjust any grievances of whatever nature, either 


real or imaginary. 


NEW BUSINESS: 

The backbone of the average business house 
consists of 85% of its old customers. The balance 
must be made up continually from other sources. 

To hold yovr own, NOT LESS than 15% in new patron- 
age must be secured each year. 

In this connection, you undoubtedly must at 
some time or rn have given thought,to the good 
that you derive from that "word-of-mouth" publicity 
which invariably results in new business. A patron 
speaks highly of your merchandise or your service 
---recommends your store to some friend as a splen- 
did shopping place. There is no form of advertis- 
ing more effective than this, for without question 


it usually results in new customers. 


[14] 


THE PERSONAL LETTER 


The patrons of any store have it within 
their power to tremendously increase the sales of 
a store. Perhaps such a thing is not to be count- 
ed on, and yet if each customer, by recommending 
a certain store, accounted for only one new custom- 


er during the year, patronage would double. 


This is not theory but FACT. To get 
people to talk about your store is to get them to 
help do the selling for you. Take these people--- 
these friends of yours---who now come to your 
store for the things they need and must have--- 
do you ever put yourself out to show them that 


you appreciate their patronage? Do you ever 


write them a little note of thanks---inquire 


whether they are being well taken care of? 


Do you ever suggest that while your duties 
make it impossible to meet each customer, yet you 


personally want to know of the slightest neglect 





BUILDING RETAIL BUSINESS BY LETTER 


on the part of any clerk or the slightest failure 
whatever to give satisfactory service? If you 
show them such consideration, are they not apt to 
reciprocate by speaking favorably of your store 
and thus getting new business for you? 

The establishing of such personal contact 
between you and your customers would do more to 
make your patronage secure and induce your custom- 
ers to advertise your store than anything else 
you could do. 

It has been demonstrated times without 
number that an occasional display of interest will 
hold present customers and attract new trade in 
greater volume than any other effort. When a 
merchant shows a friendly, personal interest in 
the form of @ letter under bis own sienabure wore 


people unfailingly recognize that attitude. They 


come in and buy because they WANT to buy. 





[ 16 | 


CHART HR eLY 
LETTER WRITING 


It was at lunch that the subject of better letters 
came up. The several men present were all success- 
ful in their various fields, and naturally there were 
many views expressed. Frank Smythe, a man who de- 
rived a mighty good income from his ability to talk 
convincingly, was quiet for a while but finally he spoke. 

‘‘I’m egotistical enough,’’ he began, ‘‘to say that I 
can write a good letter. I can talk, and the letter that 
sings Home Sweet Home to the wandering dollar is the 
one that puts talk on paper—makes it seem like a per- 
sonal conversation. I can quote several authorities 
for the statement that when a man sets out to write a 
successful sales letter he should write as he talks.’’ 

Immediately two or three of the others voiced their 
approval of this statement. They too had read the 
same thing regarding the so-called ‘‘conversational 
style.’’? But one man in the group—Hadley Martin— 
chanced to have had many experiences in the writing 
of sales letters and had earned for himself a reputation 
as a master of words. He had seen not a few of Frank 
Smythe’s letters and now realized for the first time the 

hey, 


BUILDING RETAIL BUSINESS BY LETTER 


reason why his friend had been guilty of such poor 
letters. 

‘‘Not so fast, gentlemen,’’ said Martin, holding up 
his hand. ‘‘Before we go any further let us face the 
facts. I have written many sales letters—hundreds, 
I almost said thousands, of them—and in spite of what 
you understand from what some authorities say, facts 
are stubborn things. They’ve got to be faced. 

‘‘Some of the letters I have written have pulled big 
returns. When I say this you will doubtless think I 
am handing myself a bouquet—blowing my own trum- 
pet—and that is the reason why I also say that I have 
written some letters that failed miserably. 

‘*Perhaps, my best effort along these lines was back 
in 1918 when the Fuel Administrator ruled that every 
house this side of the Mississippi had to shut down on 
Mondays. The merchants were blue because—one 
day’s receipts were apparently taken away from them, 
and as a result, our business suffered so that it was nec- 
essary to put the plant on half time, and from all indi- 
cations it looked as though nothing would save us from 
a complete shut down. After carefully thinking things 
over for some time I prepared a series of letters in- 
tended to secure SIGNED contracts by mail. 

‘“When I laid them before the President I honestly 
thought he would hit the ceiling. He condemned those 
letters just as vigorously as he could, banged his fist on 

[18 ] 


LETTER WRITING 


the table and said I must be crazy. You see my idea 
was to sell by mail a project involving hundreds and 
thousands of dollars at a time when even the best sales- 
men we had were finding it difficult to get orders. 

‘The rest of the high executives in our organization 
agreed with the President that the idea was foolish. 
But those letters went out just the same. And they 
made good—brought back signed contracts—and some 
by special delivery mail. We secured enough business 
to put the plant back on a hundred percent production 
basis almost immediately. 

‘*T could tell you of a number of other letters that 
pulled BIG. That’s not the point. I merely want to 
bring out the fact that what I say isn’t all based on 
theory but on actual experience. I don’t agree with 
Frank Smythe at all. ‘Write as you talk’ is all right 
as far as it goes—but it doesn’t go far enough. Change 
it to ‘WRITE AS YOU TALK, BUT THINK BE- 
FORE YOU TALK’ and I’m with you a hundred 
percent. 

“‘T agree, of course, that stereotyped phrases and 
hackneyed expressions should be avoided. A _ letter 
that starts out ‘We beg to advise’ or ‘We are taking 
the liberty, etc., etc.,’ won’t get very far. Such letters 
are cold, perfunctory—there’s no life in them, no in- 
terest, no appeal. They’re couched in the most formal 


and colorless language and give no hint that back of 
[19 ] 


BUILDING RETAIL BUSINESS BY LETTER 


them there’s a human being. The man who gets re- 
turns is the man who writes himself into his letters but 
he doesn’t do it by working on the theory that ‘writing 
is talking.’ 

‘‘Every one of us is almost daily approached by 
some salesman who begins to state his case so weakly 
that before he has had a chance we think we’re not in- 
terested, and we say so. Yet, seldom does that end the 
interview—the salesman goes on and out of common 
courtesy if nothing else we listen—and not infre- 
quently we buy. But, the letter has no such oppor- 
tunity. Just as soon as you say ‘not interested,’ and 
that might be after the first sentence or first para- 
eraph, the matter is automatically dismissed and the 
letter goes into the waste basket unread. Imagine, 
therefore, a letter that is written as some salesmen 
talk! | 

‘No, Frank, you can’t write as you talk. Speech is 
delivered orally. Back of it there’s the speaker, the 
power of expression and above all the personality of 
the speaker. An agreeable personality casts a sort of 
a spell over the other fellow. In the hands of a man 
hike you it’s a tremendous force. When you see by the 
prospect’s expression that there is something not en- 
tirely clear to him, you have a chance to hammer away 
on that particular angle until the point is driven home. 

“But you can’t do that with a letter. A letter 

[ 20 ] 


LETTER WRITING 


makes certain statements and on the strength of these 
statements it either stands or falls. It is absolutely de- 
pendent on cold type to paint a picture—to get across 
an idea—TO HOLD INTEREST. 

‘“Try it—all of you—when you get back to the office. 
Call in your stenographer and put the acid test on this 
idea that ‘writing is talking.’ Dictate a sales letter 
along these lines; then get somebody whose opinion you 
respect to read the letter and give you a candid criti- 
cism. Read the letter over yourself—note the lack of 
brevity—the lack of continuity of thought expressed 
—the repetitions, the long rambling sentences. You’ll 
soon realize that writing isn’t talking.”’ 

There was silence for a second or two and then one 
of the group, turning to Smythe said: 

‘It’s your move, Frank.”’ 

Smythe smiled as he flicked the ash from his cigar. 

‘*All right,’ he said. ‘“‘If writing isn’t talking, 
what is it?”’ 

“HEADWORK and HARDWORK,’’ was Hadley 
Martin’s immediate response. ‘‘Two things are re- 
quired to write a successful letter—PAINS and 
BRAINS. The trouble with many letters is that they 
talk a lot but they don’t say anything. They lack 
‘thought’ and ‘effort’! They’re weak—wishy-washy 
—in construction. 

‘*Letter-writing is one of those jobs which requires as 

[ 21] 


BUILDING RETAIL BUSINESS BY LETTER 


much common sense as anything else. No letter is go- 
ing to pull, gentlemen, unless every sentence ‘says 
something!’ Every word in it must be right. We have 
all struggled at one time or another for a word or a 
phrase that would drive home the thought it was in- 
tended to convey—and do it with a punch. Sometimes 
the right word didn’t come so easily and we called in 
others for help. I for one have spent hours, yes, days, 
on a single letter. 

‘“They tell a story about Mr. Patterson, President of 
the National Cash Register Company, how once he 
called a conference of several of the leading executives 
of his organization—how these highly-paid men clos- 
eted themselves in a room in New York and for two 
days worked on a piece of copy consisting of only 250 
words. Think of it! The President, the Vice Presi- 
dent, the Sales Manager and the Advertising Manager 
of this huge organization spending two days on a 250- 
word circular! Did it pay? Yes—it produced better 
returns than from any direct-by-mail literature they 
had ever mailed out. 

‘‘T tell you, gentlemen, some successful letters 
HAVE been dashed off in a hurry but they’re few and 
far between, and even then if you investigated you’d 
more than likely find that back of these letters were a 
lot of thinking and ‘mind-writing’ for days and days. 


‘‘Take the professional letter-writer. He does noth- 
[ 22 ] 


LETTER WRITING 


ing else but write letters. That’s his business. And 
yet if you asked him how it was done he would tell you 


it was anything but easy. He would tell you how it was" 


necessary to have a plan—a definite plan—to work on 
before a single word was written. He would tell you 
how every sentence, every paragraph must be carefully 
built up, with each thought growing out of the pre- 
ceding thought and forming a perfect whole. All this 
requires pains and brains—lots of it. 

‘*A successful letter, gentlemen, one that people read 


and believe, is one that puts across an idea clearly and 


interestingly and in the fewest words. As I said be- 
fore, writing a good letter is painting a picture in the 
other fellow’s mind—a picture that attracts, interests 
and convinces—appeals to his desire for possession and 
makes him want to buy. 

‘‘l'o do this, it requires thought. It necessitates go- 
ing carefully over every sentence, every paragraph, 
and thinking. ‘Is this statement true? Is it clear? 
Could it be better expressed? Is there anything about 
it that could possibly antagonize the reader? What 


bearing has this on the matter? Why should this in- | 


terest the reader? Why should he buy now, ete. ?’ 
These are the tests that must be applied so that every 
word in your letter, every sentence, every paragraph, 
will play its part in driving home your appeal. 
‘Let me tell you of a case that was brought to my 
[ 23 ] 


V 


BUILDING RETAIL BUSINESS BY LETTER 


attention this morning. It well illustrates my point. 
As you know, quality considered, my firm offers the best 
value for the money. Because of patents no other firm 
ean offer a product of equal quality. Yet, one of our 
competitors unjustly claims theirs is IDENTICAL— 
produced the same way—and as an inducement offer a 
lower price. You might say that’s poor business on 
the part of the competitor, but that’s not the point. 

‘‘Some months ago we received an order from an old 
customer of ours. Before shipment was made they 
advised they would require more material than they 
contracted for, and requested a quotation as to the 
price that would apply in view of the fact that they 
intended to increase their order from $1,950.00 to 
$3,300.00. 

‘‘Quantity, with us, is not a factor in cost, conse- 
quently our price is necessarily the same for both large 
and small orders. We wrote these clients so. We ex- 
plained why, adding that if we had a better price they 
would get it irrespective of quantity for the reason 
that they had been good clients of ours for years and 
we appreciated their business. 

‘‘Ordinarily, this would do, but in this case our let- 
ter and our explanation were not at all satisfactory for 
they came right back at us and made it clear they were 
not at all satisfied and that in view of our position they 


would go ahead with their contract; but the increased 
[ 24 ] ; 


LETTER WRITING 


material they would get from Blank and Blank whose 
price represented a saving of $300.00. 

‘‘Gentlemen, from the tone and brevity of their let- 
ter there was no question that we were about to lose a 
good customer—that they would just as soon not have 
had a contract with us—that they were under the im- 
pression that right along they had been paying us more 
money than they would have paid this competitor for 
an article represented as identical. You can well ap- 
preciate their feelings toward us. 

‘‘Our sales manager handled this case. He realized 
immediately that the letter had to do two things—ad- 
just this grievance first and then sell this client on the 
superiority of our article. His letter, of which I have 
a copy, shows plainly that he gave the matter consider- 
able thought. He could have gone on and explained 
why our product cost more—that it was superior—pro- 
duced this way and that way, but he didn’t. He tooka 
shorter and more certain route. Here is his letter: 


‘*Gentlemen: 


‘‘That’s mighty fine of you to write us so frankly 
—and I appreciate it. 


‘We CAN’T make you a better price. Fifty- 
five dollars is the best irrespective of quantity. 
Copy of the price schedule our representative 
showed -you is enclosed. 


[ 25 ] 


BUILDING RETAIL BUSINESS BY LETTER 


‘‘T can well understand why offhand you should 
be tempted to forward an order, because of price, 
for the additional material to Blank and Blank. 
And, I say to you, do so if you wish. But, IN- 
SIST on a better price for they have sold their 
product, and on orders for considerably less 
quantity than the one you offer, at $45.00. 


‘“‘“My only suggestion is that in sending your 
order to this concern you cut it down to the 
minimum, and the other you send to us because 
here’s what we propose. 


‘“When you have the two products—compare the 
quality of each and if ours is not superior by 
MORE than the difference represented between 
our price and their LOWEST which be sure and 
get—we will make our price to you $45.00. 
AND, ON THE ENTIRE ORDER. In other 
words we GUARANTEE to give you more value 
at $55.00 than our competitor at $45.00. That’s 
fair, isn’t it? 


‘‘T shall be glad, indeed, to hear from you rela- 
tive to this suggestion at your earliest con- 
venience. 


‘‘Very truly yours, 


‘‘T know you are going to ask me ‘did they take him 
up,’ and I’ll answer that before you do. NO, they did 
not. In the face of what he said they could do noth- 
ing other than send us the entire order.”’ 


At this point Frank Smythe rose to go. 
[ 26 ] 


LETTER WRITING 


‘*What’s the hurry, Frank?’’ asked one of the men 
at the table. 

‘“Got to get back to my office,’? was the reply. ‘‘I 
had a sales letter going into the mails tonight but it’s 
going into the waste basket instead. I’ve got a new 
slant on this letter-writing business. Hadley Martin’s 
got the right dope. It isn’t a question of writing as v 
you talk, but thinking before you write.’’ 


[ 27 ] 


CHAPTER III 


HOW TO WRITE A SUCCESSFUL LETTER 


The opening. 

The most difficult part of a sales letter is the open- 
ing. Upon the care that is taken with this depends 
whether or not the rest of the letter will be read. The 
opening must be so worded that it will grip the atten- 
tion of the reader—make him read on. 

A good opening from an actual sales letter is as 
follows: 


‘‘A young fellow came into our store the other 
day wearing a new suit. It was stylish. The 
cloth was good. The workmanship was careful. 
But there was something wrong with the suit. 
The young man didn’t like it and didn’t know 
why. We told him.”’ 


With such a start as this the reader’s attention is im- 
mediately gripped, his curiosity aroused. It is safe 
to assume that he will read the rest of the letter. 

Another successful letter started out as follows: 

‘You have probably spent some little time in 
teaching your boy the value of a dollar—it’s a 


problem with all parents.”’ 
[ 28 ] 


HOW TO WRITE A SUCCESSFUL LETTER 


What mother would not be interested in a letter with 
such an opening? Its appeal is irresistible because it 
concerns her boy, and every boy is the most interesting 
thing in the world to his mother no matter whether he 
is gentle and refined in disposition or the terror of the 
entire neighborhood. 

Contrast the previous openings with the following: 


‘We have been in business for twenty years and 
should like to call your attention to our new 
Spring merchandise.”’ 


Here there is no interest aroused. The most vital 
part of the letter is dull, dry, uninteresting, and it is 
not to be wondered at that such a letter fails in its pur- 
pose. The worst sin in the beginning of a letter is 
dullness—almost anything else has a chance of success. 

The successful life insurance solicitor does not start 
out with: ‘‘Do you want to buy some insurance?’’ He 
asks you: ‘‘What would happen to your wife and kid- 
dies if you went to sleep tonight and never woke up ?’’ 
Such a statement grips the interest, paints a word pic- 
ture and makes a man think. 

In beginning a letter avoid all worn out and meaning- 
less phrases such as ‘‘ We beg to advise,’’ ‘‘We should 
like to call your attention,’’ ‘‘We take the lberty,”’’ 
‘We shall be pleased,’’ and hundreds of others like 


them. They strike the wrong note at the start—it is 
[ 29 ] 


BUILDING RETAIL BUSINESS BY LETTER 


impossible to get personal interest in such stereotyped, 
impersonal language. The same is true of the old- 
fashioned, complimentary close ‘‘Hoping to hear from 
you,’’ ‘Trusting you will find our goods satisfactory,”’ 
ete. Write naturally—strive for an easy, natural tone. 

Whenever possible, catch your prospect right at the 
start in the sweep of a new idea, something that may 
never have occurred to him. There is no surer way to 
arouse his interest and get his attention. 

A good play or a good book always starts out with 
the stage set, the characters in the midst of their action 
and the story in full swing. The sales letter should do 
the same—begin with the actual facts which the reader 
wishes, or needs, to know. | 

But even after you have attracted the attention and 
stimulated the interest of the reader, you have only 
made a beginning. You have still the task of holding 
that interest while you point out the superiority of 
your goods or your service and make such inducements 
as will bring the prospect in. 


The body of the letter. 


It can truthfully be said that writing a good sales 
letter does not begin with writing at all. The success- 
ful letter, like every other successful piece of work, 
must be the result of a carefully thought out plan. 

The first essential is to concentrate the mind on the 

[ 30 ] 


HOW TO WRITE A SUCCESSFUL LETTER ~ 


message to be written and the people who are to receive 
it. Try to write exactly what you mean. Write sim- 
ply, clearly, and as forcefully as you can. Outline 
your letter first in the rough—then go over it time and 
time again until you have painted your picture in a 
few simple, strong, concrete sentences. 

Let your letter be decisive. The big achievements of 
today are the work of men who know their own minds. 
By exactly the same law of cause and effect the letter 
that is a factor in getting results is the letter that has 
decision. The indefinite, wavering letter is a waste of 
postage, stationery and time. 

Let us take a good letter—one that has brought 
actual results—and analyze it: 


‘“Dear Mr. Jones: 


‘‘Sedentary workers have most of the foot difficul- 
ties. “Seems queer, doesn’t it?- 


‘“‘The executive who gets to his office and sits at a 
desk all day, with people to run his errands, is more apt 
to have trouble than the man who walks constantly. 


‘‘The reason is simple. A salesman, for example, 
buys his shoes to live in. A small pinch will cripple him. 
He makes a science of comfort and gets the best looking 
COMFORTABLE shoes he can. The desk man, on the 
other hand, is all too apt to get the most comfortable 


[31] 


BUILDING RETAIL BUSINESS BY LETTER 


GOOD LOOKING shoes he ean find. He doesn’t use his 
feet much anyway, and a small stiffness seems a small 
matter. 


‘“‘Yet in time that stiffness ‘gets’ him. II]-fitted 
shoes cause misaligned bones of the arch and heel; and 
these are responsible for a surprising amount of misery. 





‘““The style, quality and workmanship of 
shoes are too well known in all parts of the United States 
to need any defense here. But we are proudest, Mr. 
Jones, of our skilled fitting service. Will you try it? 


‘*Very truly yours,’’ 


This letter, of course, is of the conservative type. It 
was purposely made so because of the people it was 
desired to reach and the quality of the merchandise 
sold. The plan of the letter consists essentially of 
three steps developed in logical order. They are: 


lst—The fact that those who are the least on 
their feet suifer the most from foot troubles. 


2nd—tThe reasons for this. 


3rd—The good shoes and skilled fitting service of 
the store sending out the letter. 


Observe the effectiveness of the opening paragraph. 
[ 32 ] 


HOW TO WRITE A SUCCESSFUL LETTER 


‘‘Sedentary workers have most of the foot difficulties. 
’Seems queer, doesn’t it?”’ 

This is a fact that the average executive has perhaps 
never realized. Consequently, when he sees this state- 
ment he is aroused out of his regular trend of thought. 
He reads on—gets more facts—and his interest is car- 
ried along because the appeal is coupled with his own 
problems and his own needs. 

This letter hangs well together—develops its theme 
point by point. Hach thought grows out of the pre- 
ceding thought and forms a perfect whole that creates 
one big idea—that the shoes sold by this store are the 
best shoes to buy. 

To be successful, a letter must have a single, definite. 
idea. It must have a continuity of thought that car- 
ries the reader along without a break. This idea can- 
not be conveyed to the reader unless it is presented 
logically. He won’t get any kind of an impression 
from what you are saying to him unless there is unity 
of thought in the composition. He cannot follow the 
argument unless it is the continuity that holds the let- 
ter together and gives it momentum. 

The commonest cause of lack of punch in a letter is 
the temptation to wander away from the main idea. 


This is what one concern wrote to its prospects: 
[ 33 ] 


BUILDING RETAIL BUSINESS BY LETTER 


‘*Tt will pay you to deal with us. Our cata- 
logue is the largest of its kind ever issued. 
Every pump is put together by hand and tested, 
and we can ship immediately on receipt of your 
order. 


‘‘Tf you examine our catalogue you will find 
that we carry the largest stock of goods in our 
line in the country. Should our goods appeal to 
you we should be glad to have your business.’’ 


Apart from the poor style, there is neither unity nor 
logic in a letter like this. It gets nowhere, and yet it 
cannot be denied that there is in it the making of some 
good ideas. The fact that every pump is put together 
by hand and then tested, if followed to a logical con- 
clusion, could be made to prove that the quality of the 
goods could be relied upon. The fact that this house 
issues the largest catalogue of its kind, if forcefully 
put over, might convince a man that here is the place 
to buy. But when the writer of the letter does not 
stick to his subject, the attention cannot keep pace 
with the changing thought—and the reader is uncon- 
vineed. 

To reach your prospect you must have a message—a 
single, definite, clearly-stated message. Your idea is 
to bring him around to your way of thinking, and to 
do this you must explain and argue so logically that he 
cannot fail to be convinced. 

[ 34 ] 


HOW TO WRITE A SUCCESSFUL LETTER 


The close. 


Just as the most difficult part of a letter is the begin- 
ning, so the most delicate and perhaps the most critical 
part is the close. The effectiveness of the close deter- 
mines in great measure the response to be secured from 
those who read the entire letter. The appeal must do 
more than get the attention and interest of the reader 
—it must make him act. Of course in a letter con- 
structed merely to build good will, the ending is not so 
vitally important, and yet even in this case the stronger 
and more convincing the close the better will be the 
results. 

There was a time when it was considered proper to 
end with some such statement as ‘‘Hoping to receive 
your valued business, we remain.’’ But today those 
who hope in this way are doomed to disappointment. 
Weak endings invite delay—and delay means inaction. 

Too many letters begin attractively and hold atten- 
tion throughout the process of creating a desire, only 
to slump away into a weak ending. The beginning is 
important—tremendously important—but unless the 
ending is strong the letter will be placed at a serious 
disadvantage. 

Years ago it was discovered that a definite command 
made a successful close, and for some time letters 
screamed out such orders as ‘‘ Do it now,”’’ ‘‘ Act today,”’ 
‘*Get the habit,’’ ete. But now the command has lost 

[ 35 ] 


BUILDING RETAIL BUSINESS BY LETTER 


some of its power; people respond more readily to a 
suggestive close. A few of such endings are as follows: 


‘“Won’t you come in and look at these new Spring 
dresses? You'll need one, and the time to get it 
is now—while the assortment is at its best.’’ 


‘Tt really is remarkable how reasonable prices are 
this season. Why not come in and see?’’ 





‘‘Spring won’t wait—why should you? Come 


in today.’’ 


‘“Come in often—ever so often. Never buy any- 

‘thing you don’t really like. Never leave the 
store dissatisfied. Tell us about any little trou- 
ble. We’ll fix it—and quickly.’’ 


‘“We have done our best to make this your 
favorite store. Won’t you come right in and see 
how well we have succeeded ?”’ 


Endings like these are admittedly less forceful than 
the command, but they have the advantage of greater 
courtesy and are more apt to produce action. 


Enthusiasm. 


It has been truly said that nothing worth while was 
ever accomplished without enthusiasm. Show a real 


salesman a really good article in a class of merchandise 
[ 36 | 


HOW TO WRITE A SUCCESSFUL LETTER 


he knows about, and quick as a flash you will see his 
enthusiasm flare up. He will take that piece of goods 
out into the highways and byways. He will talk it, 
think it, dream it, and sell it because he knows deep 
down in his heart that it is a good, honest article and 
his pride in selling it will keep his enthusiasm alive. 

The merchant who feels the same way about his store 
and his merchandise should have no difficulty, with the 
aid of this book, in writing a message that will drive 
home its appeal. A really enthusiastic letter—one 
that makes cold facts sparkle with life without being 
too effusive—is so refreshing that it is almost certain 
to pull. Take the letter, on page 38, for instance: 

No woman could read a letter written in this chatty 
style without being influenced by its quiet enthusiasm. 
It has an individuality all its own—a vividness that 
makes the strongest kind of an appeal. The recipient 
may have read any number of advertisements about 
Easter clothes but this attracts her attention because 
of its enthusiasm. 


Originality. 

The letter that stands out—the letter that makes a 
lasting impression—is one that has at least a spark 
of originality and is bright, breezy and cheerful. This 
does not mean that the letter must be queer or freak- 


ish, By no means. Nothing is more certain to 
[ 37 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Rath, Frice & Co. 


Iulton and Smith Streets 
ae 
Brooklyn: N. Vo 


Mrs. John Peck, 
©21 South Fourth St., 
Brooklyn, N. Y. 


My dear Mrs. Peck: 


"Raster Sunday with no Bonnet 
'g like a page with nothing on it 


And once you have the Bonnet, there's 
the suit and séarf and blouse and hose you need to 
go with it! Sure enough Haster is tbe only time in. 
the year when you buy YOURSELF presents. And why? 
‘Because it's Spring! Could there be any better 


reason? 


You'll see another good reason, if 
you'll drop into Blank's within the next few days. 
Really, Mrs. Peck, the designers do have their best 
inspirations with early Spring. We've notiged that 
almost every year. What comes later in the season 
4g so often just repetition that has lost some of 
the original spirit. 


We have one of the best selections we 
ever had, waiting for you right now. Won t you come 
in---? 


Very cordially, 


[ 38 ] 


HOW TO WRITE A SUCCESSFUL LETTER 


weaken a letter—to distract the reader and defeat your 
purpose. 

Originality in letter-writing is the expression of the 
individuality of the writer. Being original is nothing 
in the world but being natural—putting yourself on 
paper. Instead of using word tricks to interest your 
reader, dig down into your own experience, your own 
knowledge of human nature, and say the simple things, 
full of human interest, that are characteristic of ygur- 
self. Your letters will then be genuine because they 
are not clouded with vague meanings. They will be 
original because they reflect your personality. 


Sincerity. 

The source of all new business depends upon the con- 
fidence of the people it is desired to reach. Once that 
is won they will come in and buy because they want to 
buy. 

Just as the man who is sincere looks you squarely in 
the eye, so the letter that is sincere speaks directly to 
the mind. It is not evasive. It does not beat about 
the bush but comes right out and tells its story in a 
clear, convincing way. 

It is not a matter of honesty—no merchant today 
would intentionally deceive—but a man will sometimes 
unconsciously exaggerate—put into his ads and his let- 


ters strings of superlatives about ‘‘tremendous bar- 
[ 39 ] 


BUILDING RETAIL BUSINESS BY LETTER 


gains’’ and so forth which are absolutely unconvincing. 

D. W. Robinson, the proprietor of a department 
store in a town in Michigan, maintains a mailing list of 
prospects by the use of which he constantly draws busi- 
ness not only from the town itself but from an area of 
fifty miles around. 

He has been unusually successful, and for this rea- 
son. He goes to the people direct with well-written 
personal letters telling the story of his methods and 
his business ideals. These letters make no attempt to 
sell merchandise but they do attempt to win confidence. 
They talk in language that is real, sincere and human 
and paint a pleasant picture of the store and the kind 
of service rendered. The inevitable result is that a 
large number of the people who receive these letters 
eventually feel that they ought to trade with Robinson. 
And they do it because his letters ring true. They are 
just as sincere and convincing as he can make 
them. 

Almost without exception the merchants who have 
ceased to be ordinarily successful and have become ex- 
traordinarily successful are those who have stopped 
looking at sales exclusively and have set out to win 
publie confidence through personal letters. Experi- 
ence has taught them that when confidence is first 
created, sales automatically follow. 

Sincerity is the weapon of conviction and—all things 

[ 40 ] 


HOW TO WRITE A SUCCESSFUL LETTER 


- being equal—the letter that has sincerity shining out 
from every line of it is the letter that gets results. 


Courtesy. 


Above all else let your letter be courteous. One rea- 
son why many letters fail is because they do not open 
in a cordial, friendly way. They seem'far away from 
one’s immediate needs—remote in thought and help- 
fulness. There is nothing good-natured about them— 
nothing to indicate that back of them stands a human 
being with an honest desire to serve. 

A letter may begin with the most pleasant salutation 
possible and end with the most complimentary closing 
that can be written and still lack courtesy. Courtesy 
is not flattery—it is just that genuine, old-fashioned 
politeness that considers the rights and feelings of 
others. 

There is no place in any letter for familiarity. Just 
as you’re a bit suspicious about a man who tries to get 
too friendly on first acquaintance, so you will suspect 
the motive behind letters that attempt to get into your 
good graces in the same way. 

Your desire is to make the reader feel that the mer- 
chandise you have to offer is substantial and depend- 
able in every way and that your store is the store in 
which to buy. To do this your letter must be unfail- 


ingly courteous from beginning to end. 
[41 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Every day sales are lost because the salesperson 
lacks tact. Perhaps when everything is in his fa- 
vor he begins to flatter, to appear insincere or to 
‘‘knock’’ competitors. On the other hand he may 
exaggerate, even ridicule, or become personal in his 
remarks. 

The same is true of many letters—they lack tact— 
good judgment. Many a man who writes letters does 
not take the time or the trouble to THINK—to use his 
HEAD. Tosit down and go at a letter in a hit-or-miss 
fashion, without a definite idea or a definite plan, is not 
to display good judgment. As often as not such a let- 
ter fails for the simple reason that the writer was too 
thoughtless or too tactless to present his proposition 
with judgment. 

Think well before you write. Weigh word by word, 
phrase by phrase, the ‘‘copy”’ that goes into your let- 
ter and it will never offend the reader. 


Appealing to Women. 


In making an appeal to women, the very beginning 
of the letter should strike some vulnerable spot in the 
feminine nature, but it must be skilfully done in order 
that the motive is not too apparent. 

The appeal to women should hover around her love 
of style, the needs of the home, and her desire for econ- 


omy. Bring in any of these subjects deftly at the be- 
[ 42 ] 


HOW TO WRITE A SUCCESSFUL LETTER 


ginning of the letter and she will be an interested 
reader of the sales talk that follows. 

The woman is the purchasing agent of the home. In 
a large majority of cases she must make every penny 
count, and the letter which displays a spirit of helpful- 
ness in this regard is sure to gain her attention. The 
average woman does not have a large correspondence. 
Her mail is not so heavy that she will not find time to 
read every letter that appeals to her even slightly. 

Most women are influenced by what other women are 
wearing and what other women do—there is perhaps 
no other touch so productive of interest and curiosity 
as a reference to what some other customer has ordered 
or what comments she has made. 

But it is not enough to arouse a woman’s curiosity. 
To bring her in, there must be some genuine, strong 
selling talk. In this connection it is well not to over- 
look the susceptibility of a woman to flattery, but it 
should be the suggestion of flattery, the compliment 
that is implied rather than one that is too obvious. 


One sales letter began like this: 
‘Your natural beauty will be enhanced by Bank’s 
facial cream. It cleanses and purifies the skin 


and improves a woman’s looks so that she is ad- 
mired wherever she goes.’’ 


This letter did not produce results. Coming to a 
woman who is only too conscious of her plainness, a let- 
[ 43 ] 


BUILDING RETAIL BUSINESS BY LETTER 


ter about her ‘‘natural beauty’’ only causes irritation. 
Contrast the previous opening with the following: 


‘‘The plainest gown you have will look well if your 
corset is the correct shape.’’ 


This one pulled. The writer did not talk about what 
could be done with handsome gowns. Instead, he con- 
structed his appeal so that no matter whether a woman 
had only one dress or a dozen, the argument would 
apply with equal force. . 

It is the little things—the subtle insight into femin- 
ine nature that marks the successful sales letter to the 
woman. They are not things that can be set down and 
numbered in a book of this kind; they are rather quali- 
ties of mind that must be clearly understood and deli- 
cately handled. Rightly used, they are more potent 
than all the arguments and facts in the world. 


Appealing to Men. 

In writing a man, the appeal must be based on rea- 
son—logic. It is unwise to send a man a letter that 
makes him feel he is being argued into something. He 
is open to conviction but he wants to be ‘‘shown’’—to 
know that he is going to get his money’s worth. Give 
him facts that he can’t resist. Let him feel that he 
has convinced himself—and he will come in and buy. 

The following is good ‘‘man’’ copy. It is based on 


logic and ‘‘reasons why.”’ 
[ 44 ] 


HOW TO WRITE A SUCCESSFUL LETTER 


‘Strangers judge us by our clothes. We size them 
up the same way. It’s the easiest way to judge 
a man. 


‘‘Tf the clothes are right, you give the man a 
chance. If they aren’t, you go slow in your deal- 
ings with him. Maybe he’s all right—but he 
doesn’t show it. 


‘‘Tt’s worth while for a fellow to care how he 
looks; but that doesn’t mean he has to spend all 
he earns. dressing himself up.’’ 


The whole letter—of which these paragraphs are but 
a part—carries conviction. It is carefully planned. 
Every sentence makes a definite appeal to the mascu- 
line mind, for it is based on that universal attribute— 
the desire to ‘‘get on’’ in the world. 

Nearly every man has always in his mind a suit, a 
hat, a pair of shoes or some other article that he in- 
tends to purchase either when he ‘‘gets time’’ or when 
he ‘‘can afford it.’’ For this reason the letter must be 
so constructed that it will stimulate him to an immedi- 
ate purchase of some article on his ‘‘want list’’ or dis- 
place a necessity already there with something more 
necessary. The appeal must be made directly to his 
needs in an attractive, convincing, man-to-man way. 

Above all else be original, be human, be interesting 
and sincere. Put aside all formality and unbend. 

[ 45 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Breathe into every sentence the breath of life and make 
your letter easy to read and easy to understand. Such 
letters are welcome wherever they go. They are the 
ones that get results. 


[ 46 ] 


CHAPTER IV 
THE MAKE-UP OF THE LETTER 


It was the custom, in a western town, for several 
merchants to get together after the monthly meeting of 
the Chamber of Commerce and discuss ways and means 
to increase sales. Although each of these merchants 
was engaged in a different line of business, it had been 
found that an occasional exchange of ideas was helpful 
and beneficial to all. 

This particular meeting was held in the private office 
of Mr. Peck, president of the big store in that town. 
The others present were Hill, the head of a large retail 
furniture establishment, Pratt, the owner of the most 
exclusive boot and shoe shop in the community, and 
Leonard, the leading clothier. 

There having been at the previous meeting some 
mention as to the effectiveness of personal letter ad- 
vertising, it was arranged that this should be the topic 
discussed on the present occasion. 

Peck claimed at the outset that letters are invalu- 
able for making friends, and the more friends a store 
has the more successful it naturally becomes. 

‘‘Speaking from my own personal experience,’’ he 

Are] 


BUILDING RETAIL BUSINESS BY LETTER 


said, ‘‘I am convinced that letters are going to play a 
bigger part than ever in successful retail merchandis- 
ing. Of course, it goes without saying that you have 
to have the right kind of copy—that’s vital—but how 
much importance do you gentlemen attach to the physi- 
cal appearance of the letter—the make-up ?”’ 

Hill hurriedly stuck his hand into his pocket. 

‘‘T can’t give you much of an opinion on that,’’ he 
said, ‘‘but I can say this. I’ve used letters and found 
out for myself they don’t pay. I came here loaded for 
bear—here’s a sample of a letter I sent out a month 
ago to a mailing list of a thousand. It didn’t pull at 
all, and now I’m through with the letter game:’’ (See 
page 49.) 

Peck took the letter, read it without comment and 
passed it along. 

‘“You can’t fool people with form letters any more,”’ 
continued Hill. ‘‘That day has passed. Like you 
fellows, I get form letters in every morning’s mail. I 
can tell at a glance that they’re circulars and down 
they go into the waste basket—UNREHEAD. This 
doesn’t answer your question about make-up, Mr. 
Peck, but it’s my opinion nevertheless.’’ 

‘You HAVE answered my question but you don’t 
know it,’’ replied Peck with a smile. ‘‘ However, we’ll 
discuss that later. What’s your opinion, Mr. Pratt?’’ 

‘‘Personally, I believe in the use of letters,’’ said 

[ 48 ] 


THE MAKE-UP OF THE LETTER 





Clinton, Ia, Septe 15, 22. 


Dear Sir:- 


We suppose that you are about ready to purchase some new 
furniture, so we gre taking the liberty of writing you reagrding 
the arrival of our winter stock of furnture and we state without fear 
of contradiction that this furniture cnnot be duplicated in 
CLINTON at the same prices. 


It's easy for a merchant to make a statement but it's 
hard, sometimes, for him to prove it, so now we have made the 
broad assertion that our furntire cannot be duplicated, we pat it 
Squarely up to you to try ite 


Comparison is still our best salesman, convincing yourself 

is still our far better than allowing anyone else to convince 
you, so when you buy furniture this fall, look at as many lines 
as you wish---and we feel sure you will do as hundreds have 
done---come to this big new and beautiful enlarged store. 

Qur new prices this season are attractive, and we 
guarantee these prices to be ten to fifty dollars less than elsewhere 
and remember this---you can by on the easy payment plane 


Hoping to have the pleasure of serving you 
in the near future, we beg to remain 


Very truly yours, 
Sample Furntmre Coe, 


Figure I. Obviously an ordinary circular. 


[ 49 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Pratt. ‘‘It’s true that the returns from our letters 
aren’t what they should be but we’re satisfied. The 
way we do is this. Usually, when we contemplate 
sending out a letter, we have some cheaper letterheads 
run off for the purpose and we have the letters proc- 
essed on these by a concern down the street. One or 
two of my girls ‘‘fill-in’’ the names and addresses. 
Here’s a sample of one that we mailed out not so long 
ago. I don’t believe that people could tell that this 
was not a personal letter:’’ (See page 51.) 

The letter was passed around. The only comment 
came from Hill. ‘‘It doesn’t change my opinion of 
letters,’’ he said, ‘‘but I will say it’s a better looking 
job than mine.’’ 

Next came Leonard. 

‘*T use letters very frequently,’’ he began, ‘‘and the 
returns are good, quite good. But you see I’m not 
only strong on copy but I’m rather particular how my 
letters look. Pratt’s letter isn’t bad but it doesn’t 
look like a personal communication—and isn’t re- 
ceived as such. In spite of what he says, people CAN 
tell the difference between such a letter and one that 
is really personal. The proof of that is seen in the 
fact that Pratt himself admits his returns aren’t what 
they might be. 

‘‘TIn my opinion every letter should look as much like 


a real, individually typed letter as it’s possible to make 
[ 50 | 


THE MAKE-UP OF THE LETTER 


Walz-Over 


Took me EO Ak me OT 


WASHINGTON, Pa, 


Mrse James McGowan 
176 Walnut Ste, City. 


Dear Madam;= 

We want to tell you a few things about shoes this morning. 

It happens to be the thing we know the most about---of course, we would 
prefer to show you--- 

Our Fall footwear has just arrived, There are some stvles 
that are particularly good, in dark-toned leathers and dull tan, for the 
woman of good taste. 

A woman came in yesterday, an old friend of ours, for a pair 
of Fall oxfords. She. mentioned that the last shoes she purchased 
pleased her and that's why she returned. Our old customers gladly tell 
us of the pleasure they take in our goods. It is because we take such 
pains to give you the right shoes. 

May we show you these new styles which have come in? 

Very truly yours, 


O'Brien & Henry, Inc. 


Figure II. A poor ‘‘fill-in’’ job. 


[ 51 | 


BUILDING RETAIL BUSINESS BY LETTER 


it. If you ask people to read your letters it stands to 
reason you should make these letters as attractive as 
possible. At least that’s the way I feel about it. To 
begin with, I do not use a cheaper letterhead. In fact, 
I use better stationery. I get something neat and 
attractive, printed on good bond paper, something 
worthy of the house it represents. Then I see that the 
typographical arrangement of the letter itself is right. 
I never crowd a lot of copy into one letter. I have 
good wide margins all around so that what I have to 
say will stand out clearly. I see that the indentations 
are right, that the spacing is right and the paragraphs 
properly arranged. All these things help. 

‘‘T have my letters processed and filled-in by the 
same people. Here’s one of them for you to look at:”’ 
(See page 53.) 

Pratt reached over for the letter and looked care- 
fully at it. But he said nothing. 

‘‘I’m very particular,’’ continued Leonard, ‘‘about 
matching the name and address to the body of the let- 
ter. <A badly ‘filled-in’ letter is little better than a cir- 
cular. I should say it was less effective. If it wasn’t 
for the cost I’d be inclined to have all my letters indi- 
vidually typed. As a matter of fact, whenever I have 
some special announcement to make and comparatively 
few letters are needed, I have the stenographer write 
them out one after the other for days at a time and sign 

[ 52 ] 


THE MAKE-UP OF THE LETTER 





WASHINGTON, Pa. 


October 14, 1922, 


Mr. Frank Johnson, 
45 Main Ste, 
Washington, Pae 


Dear Sir; 


Shrewd, keen men look carefully at the DETAILS 
of a stranger's dress, when they are about to. do business 
with him. They know that the condition end quality of a 
men's hat---his gloves---his linen---will tell us much of 
his character even as his face or his speech. 


The man who gets his hat here will never have oc- 
casion to be ashamed of it. His shirt will satisfy the 
most critical; for its cut and fit as well as its materi- 
als and texture, will be Right. In fact men whe are out- 
fitted by us have the assurance that their dress access- 
ories will be as they should be, in every way. 


We handle only suits and overcoats of our own man- 
ufacture which we sell direct to you, saving the middle- 
men's profit. We supply also the smaller things which are 
so important to the man who appreciates how important to 
his success it is to LOOK successful; who cares what peo- 
ple think of him! 

Yours cordially, 


THE HUB, 
JBL: EMP By Hermrey C, ried, 


Figure III. A good ‘‘filled-in’’ letter. 
[ 53 ] 


BUILDING RETAIL BUSINESS BY LETTER 


them myself, personally. The returns in such cases 
are always greater.”’ 

Peck carefully laid down his half-smoked cigar and 
pointed a finger at Leonard. 

‘“You’re on the right track,’’ he asserted. ‘‘That’s 
why you’re getting results. Personally, I’ve always 
claimed that there was a whole lot to the physical ap- 
pearance of a letter, but at a direct advertising con- 
vention I attended in New York this was brought home 
to me stronger than ever. By a stenographer, too—a 
woman. And I want to tell you, gentlemen, that what 
she said made a lot of big executives sit up and take 
notice. She talked for half an hour and I only wish 
I had a stenographic report of what she said. 

‘‘The point that hit home hardest was the picture she 
painted of a letter being opened by the recipient—of 
the impression immediately made—and how on that 
first impression depended much. ‘A salesman’s looks,’ 
she said, ‘may be against him, but he has an opportu- 
nity through what he says—by the brains he displays 
in his selling talk—through his persistency—to get at- 
tention—yes, and to land the order. 

‘A letter has no such opportunity. Immediately it 
is opened the optic nerve acts—an impression is made 
even before a word of the letter is read—and upon that 
impression depends whether it will be considered in a 


receptive mood or not. 
[ 54 ] 


THE MAKE-UP OF THE LETTER 


‘* Hill, you show us something which you call a letter 
—one of a thousand which you put in the mails. You 
tell us it didn’t pull and I don’t wonder. Frankly, I 
wouldn’t call it a letter. No. It is the cheapest kind 
of a circular—the letterhead and the letter were 
printed at the same time. ‘To save expense, I presume, 
but one thing you are to be congratulated upon—you 
did not attempt to ‘fill-in’ the name and address. 

‘‘T said you had answered my question as to how 
much importance you attached to the make-up of a 
letter. Here’s what I meant. You yourself admit 
that just as soon as you recognize a letter is a cir- 
cular, you send it into the waste basket unread, and 
yet you have the nerve to ask others to read what you, 
yourself, refuse to read.”’ 

In the laughter that greeted the last remark every- 
one joined—ineluding Hill. 

‘‘Let me tell you of a recent experience,’’ Peck re- 
sumed. ‘‘Last week I received a letter from Chicago 
—from one of the big houses there—asking why we 
had stopped doing business with them. That letter 
was poorly ‘filled-in,’ obviously a circular with a rub- 
ber stamp signature. I read it solely because I knew 
the house, but do you think for a moment I was flat- 
tered or made to feel that this big Chicago house was 
really concerned why we had stopped doing business 
with them? No! And you wouldn’t be either. 

[ 55 | 


BUILDING RETAIL BUSINESS BY LETTER 


‘‘Now on the other hand suppose that letter had 
reached me neatly TYPED by a stenographer with the 
President’s personal signature on it. Wouldn’t com- 
mon courtesy have compelled me to acknowledge and 
answer it? Wouldn’t such a letter have made an im- 
pression? My account with that firm formerly ran 
into a good many dollars a year. Surely it would have 
paid them to show me that little personal attention— 
that consideration—to write me a personal letter. 

‘‘Going back to that letter of yours, Pratt. What 
did you think you were doing? Deceiving people into 
believing your letters were really personal? Surely 
you never had any such idea. But—if you did, you are 
all wrong.”’ 

Pratt smiled and scratched the back of his head. 

‘*Let’s take a look at your letter again,’’ continued 
Peck. ‘‘It’s one of those run off through a stencil. 
You say you don’t believe people can tell the difference 
between it and a personal letter, but is it wise—is it 
good business—to gamble they can’t? Are not the 
people we try the hardest to get and who ARE the 
hardest to get, the most critical? 

‘‘We are all good advertisers in the local papers, and 
we’re mighty careful to get good-looking lay-outs. 
Why? Because our ads are right alongside of those 
of our competitors and we want ours to stand out—to 
appeal to the eye—to attract and hold attention. 

[ 56 ] 


THE MAKE-UP OF THE LETTER 


“Then why shouldn’t we be just as careful about our 
letters? Because our letters don’t go out in company 
with the letters of our competitors isn’t any justifica- 
tion for slipshod or slovenly work. The fact must be 
faced that the letters of our competitors may have 
either preceded or may follow ours, and if they have 
it on us‘only for looks—for appearance—isn’t that 
enough? 

‘*Let’s be frank about it, Mr. ‘Pratt. Look at the 
address and the salutation in your letter. Do they 

“match the body of the letter? No! The ‘fill-in’ is ob- 
vious—it strikes the eye at first glance and stamps your 
letter as a circular. Personally, I would much prefer 

*to omit the ‘fill-in’ entirely if it can’t be made a per- 
fect match with the body. The same is true of the sig- 
nature. If it isn’t a perfect facsimile—one that really 
looks like the work of a pen—a typewritten one is more 
desirable. 

‘‘Letters processed like yours, Mr. Pratt, have their 
purpose. For price lists, bulletins of various kinds 
and ordinary announcements where personal attention 
is not a consideration, they are satisfactory, providing 
no attempt is made to make them appear as personal 
letters. They answer certain definite purposes and for 
those purposes can be used. Personally, I dropped the 
‘filled-in’ letter years ago—discarded it as obsolete— 
out of date.’’ 

[57 | 


BUILDING RETAIL BUSINESS BY LETTER 


Leonard interrupted immediately. 

‘“What DO you use?”’ he asked. 

‘‘T’m coming to that now,’’ replied Peck. ‘‘We are 
all interested in results. With us the ever-present 
problem is sales—how to get more sales—how to pull 
more customers into the store. Every cent we spend 
toward this end is one of two things—an investment or 
an expense. If it brings returns it’s an investment. 
If it doesn’t, it’s an expense. Look at this letter:”’ 
(See page 59.) | 

‘It’s an actually typewritten letter,’’ spoke up 
Leonard, after examining carefully both sides of 
it. 

‘‘No, itis not. This letter is the work of a New York’ 
concern I heard about while in Chicago two years ago,”’ 
continued Peck. ‘‘These people, I understand, have 
invented machines on which with one impression they 
write the entire letter including the name and address, 
the personal salutation, the prospect’s name in the body 
and the letter itself. That’s why they say Press- 
written instead of typewritten. There’s no ‘match- 
ing’ to worry about for the simple reason that by their 
method there isn’t any ‘filling-in’—every letter is just 
as personal as one that is written by a stenographer 
and signed with a pen.”’ 

‘‘Yes,’’ broke in Pratt. ‘‘It’s a better letter, but you 

[ 58 ] 


THE MAKE-UP OF THE LETTER 


THe PRATT-SMITH COMPANY 


WASHINGTON, Pa. 


PRIVATE OFFICE OF 
ALEXANDER E. PRATT 


Mrs. Alice W. Hainer, 
24 Short St., 
Washington, Pa. 


Dear Mrs. Hainer: 


A store is known by its patrons, es 4 
woman is known by her friends. We are most 
fortunate in the high character of our clientele. 


We seek on all occasions to select our 
customers, by offering the types of merchandise 
and the sort of service discriminating people 
desire. 


But in the case of certain individuals, 
for whose patronage we are perticularly anxious, 
we venture directly to invite custom. 


It would be a source of much satisfaction 
to us, Mrs. Hainer, if we might number YOU among 
our regular patrons. We believe this is your sort 
of shop. We think we could please you. 


That is why we hope you will fill out and 
mail the enclosed application, requesting us to open 
an account for you at this store. 


Yours cord tla 
THE PRATT- HoCOn 


AA. 


October 20 President. 
ah Se Pa ee 





Figure IV. <A Presswritten Letter—the equal of typewritten work. 
Produced solely by The John Service, Inc., New York. 


[ 59 ] 


BUILDING RETAIL BUSINESS BY LETTER 


are paying a better price. The letter I showed you 
cost me $35 a thousand, including postage.”’ : 

‘‘Wait a minute,’’ continued Peck. ‘‘That’s a good 
point. Let’s go into it. You say 1000 letters includ- 
ing postage cost you $35. Out of a thousand people 
you reach, frankly, how many do you suppose read 
your letters? Five hundred ?’’ 

Pratt hesitated for a moment. 

‘‘T never like to fool myself,’’ he said at length. 
‘‘Suppose we say, for the sake of argument, two hun- 
dred.’’ 

‘*All right,’’ answered Peck. ‘‘Then at that rate 
you’re paying $35 for two hundred readers, or five 
times that much, $175.00, for a thousand readers. 
Now the next question that comes up is whether these 
two hundred people were impressed by letters such as 
yours. Personally, I doubt it. Wouldn’t you have 
done better if you had right at the start decided to 
use better letters—that is—letters with a personal 
touch? You might not have had so many for your 
money, but after all it’s the number of readers that 
counts—not the number of letters. 

‘*T do not hesitate to tell you that I have found this 
type of Personal Letter advertising the most effective 
and economical method, not only to bring new custom- 
ers into the store, but also to revive inactive accounts. 

‘*Here’s an experience we had only last week. A 

[ 60 ] 


THE MAKE-UP OF THE LETTER 


certain Mrs. Woods came into the store after an ab- 
sence of over three years. She made purchases 
amounting to $140 and voluntarily explained to the 
sales girl that at one time she had been a regular cus- 
tomer but had stopped buying because the last time she 
was in the store one of the girls had mimicked her. 
She felt so hurt she resolved never to come in again, 
and for three years she didn’t. Then she began to get 
letters from me—letters like this one I have shown 
you. She thought they were personal communications 
and figured out that in some way I knew there had been 
trouble and was anxious to set it right. That’s just 
one case. 

‘‘Here’s another. Not long ago I made a special 
drive on inactive accounts—came right out and asked 
the people who were not buying of us exactly the rea- 
sons why. I invited them to be frank—to make any 
adverse criticism they cared to—and I ean tell you, 
gentlemen, that we got a lot of valuable information, to 
say nothing of a lot of business, and we learned of com- 
plaints and grievances that we never knew existed. 
For instance, in one case the lady wrote and said that 
her reason for not buying any more was because of 
our reckless drivers. It seems she had been almost 
run down by one of our men, and as a result of the 
shock had resolved never to spend another dollar at 


our store. We quietly investigated the matter and 
[ 61 ] 


BUILDING RETAIL BUSINESS BY LETTER 


found she was right. Our delivery wagons were be- 
ing recklessly handled by some of the drivers and 
changes in that department were made. In less than 
two months there was a decided reduction in our repair 
bills. 

‘‘If we had used ordinary filled-in form letters for 
this purpose, the response would have been almost 
nothing. It was the real personal touch in the letters 
—plus the good ‘copy’—that did it.’’ 


[ 62 ] 


CHAPTER V 
THE FOLLOW-UP 


The theory of the follow-up. 


Psychologists tell us that it takes at least five re- 
peated impressions to firmly implant an idea of any 
sort in the mind of the average human being. Here, 
in a sentence, is the theory of the follow-up—the idea 
of wearing away resistance by repeated appeals. 

To implant an idea in the mind of the prospect—to 
educate him to think about your store and your mer- 
chandise the way you want him to think—to make him 
come in and buy—this is the purpose of the follow-up. 
It is accomplished by appealing to the individual per- 
sistently and from different angles. Through a series 
of letters argument is added to argument, reasons de- 
veloped to their logical conclusions, confidence gained 
and the indifference of the prospect broken down 
through cumulative effect. 

One blow of a hammer will seldom drive a nail all 
the way into a board—it takes blow after blow to do 
the work. So it is with the follow-up. One appeal is 
not always sufficient. It is the constant hammering 

[ 63 ] 


BUILDING RETAIL BUSINESS BY LETTER | 


home of the appeal from different angles that must be 
relied upon to get results. 


Applying the follow-up. 

Let us take an illustration. Smith, the merchant, 
decides to go after Brown’s business. Brown has for 
years been trading at another store and the merchant 
must face the fact that during all this time Brown un- 
doubtedly has been getting the right kind of merchan- 
dise and the right kind of service and is satisfied in 
every way—in fact has a friendly feeling toward the 
store where he trades. Smith, therefore, cannot ex- 
pect that with a single letter coming right out of a blue 
sky he can bring to a termination a pleasant relation 
which has existed for years. In such a case one letter 
serves merely as an introduction—the planting of the 
seed. 

To win Brown over, Smith uses a series of letters. 
These messages are friendly, earnest, sincere, and 
speak in an interesting way about Smith’s store, his 
merchandise, his policy of satisfying every customer 
and his desire to have Brown’s trade. Hach letter as 
it comes along gets a little closer to Brown by appeal- 
ing to his self-interest; each revives and reinforces the 
impression made by the preceding letter and gradually 
wears down the barrier that stands in the way. 


It may be any one of several things that eventually 
ee) 


THE FOLLOW-UP 


brings Brown in—some news about Smith’s store or 
store events—a bit of sentiment—an appeal to the 
emotions—or a hard-headed bit of reasoning. On the 
other hand it may be none of these in particular but the 
cumulative effect of them all. 


How long should a follow-up continue? 


No arbitrary rule can be fixed as to the number of 
times to follow up a prospect, any more than a sales- 
man can tell in advance how many calls will be required 
to close a sale. Sometimes the first, the second or the 
third letter will produce the desired result; at other 
times it takes long, persistent effort to win over some 
particularly hard-shell prospect. 

A clothing store in Ohio had a farmer on its mailing 
list for two years, during which time he received a 
dozen letters, apparently without effect. This store 
ran a sale of boys’ clothing, and as the farmer had a 
son a follow-up was directed at the boy. One day the 
farmer appeared at the store with the boy. 

‘You can’t get my trade,’’ he announced. ‘‘The 
Bon Ton gets all my business and has for thirty years. 
But my son wanted to come on account of those letters 
you’ve been sending him. Here he is—see what you 
ean do for him.’’ 

The letters in the follow-up that fail to win over a 


given prospect may arrive at a time when he is busy 
[ 65 | 


BUILDING RETAIL BUSINESS BY LETTER 


with other things. Again, he may not be in the mar- 
ket for the particular class of merchandise involved. 
On the other hand he may decide to buy but forget to 
do so. 

But no matter what may be the cause for inaction on 
the part of the prospect, an impression has been made 
by letters received—certain arguments have been 
driven home to his subconscious mind—educational 
work has been done—and a reminder later on in the 
form of another letter may be all that is necessary to 
secure his business. 

If the prospect happened to be busy before, he may 
not be busy when a subsequent follow-up reaches him. 
If he was not previously in the market, the chances are 
that a later letter will reach him at a more opportune 
time. If it is just a matter of oversight, then the next 
letter will undoubtedly bring him in. 

A man in North Dakota who had received three fol- 
low-up letters from a store in that state was so im- 
pressed with the desire of that store for his business, 
and the attention he had received, that he called up on 
the telephone from a distance of 17 miles and said he 
would call as soon as he could get around to it. 

It has been said that more good business is lost 
through the premature abandonment of the follow-up 
than perhaps through any other single cause. Sup- 
pose, for example, that a merchant secures from a sin- 

[ 66 ] 


THE FOLLOW-UP 


gle letter directed at a thousand names sixty new 
customers. That leaves 940 people still on the outside. 
These people all have been more or less influenced by 
the appeal. The chances are that many of them are in 
a receptive mood but for one reason or another have 
not responded. To drop these people at this stage 
would not be good business. They represent an invest- 
ment both of money and time, and a little further 
persistence may turn a goodly number of them into 
permanent customers. ; 

People are not all alike. The appeal that lands one 
prospect may have no effect upon another. For this 
reason every follow-up should contain a new angle of 
presentation, a new approach to the prospect’s interest. 

Mr. George Metzgar, one of the men who helped to 
make the phonograph famous, was once engaged to 
take charge of a book business. One day, while hunt- 
ing around a storeroom he came across an old mailing 
list covered with the dust of many months. This list 
was old and had apparently been worked to the limit, 
but with the right kind of a follow-up it sold $25,000 
worth of goods at very small cost. 

A Chicago letter expert was called upon by a store 
in that city to handle its direct advertising. He found 
15,000 cards containing the names and addresses of 
prospects stacked in shoe boxes and ready to be sent to 
the furnace because they were hopeless—‘‘dead.”’ 

[ 67 ] 


BUILDING RETAIL BUSINESS BY LETTER 


From them he produced $8,000 worth of business at a 
cost of slightly over $300. 


Various uses of the Follow-U p. 


Through the follow-up a man may be given at regu- 
lar intervals news of interest about your goods or your 
store. A woman may be told of coming fashions, spe- 
cial and seasonable sales, etc. Advance notices of the 
latest styles are especially interesting to a woman, and 
when she is followed up this way by letter she is far 
more impressed with the store that takes the trouble to 
keep in personal touch with her than she ever would be 
through any other form of publicity. 

A specimen of such a letter is given below: 


‘“My dear Mrs. Peck: 


‘‘Tt has been said that American women will 
never accept the long skirt. They’re too independent— 
too much emancipated. 


‘‘But one of the city’s leading women ‘voters’ 
came in the other day charmingly dressed in a most fem- 
inine way, and chose one of our new afternoon frocks, 
a distinctive Paris design, with the long side panels. 
There was a short skirt beneath the panels, to be sure 
—we need not take the long skirt too literally, you see. 


‘*Styles are inclined, this Spring, to go back to 
1880 and further, with the colonial side buffont, real lace 


[ 68 ] 


THE FOLLOW-UP 


collars, full sleeves and bands around the hair. Perhaps 
we will be bowing and minueting again, before we know 
it—in a modified fashion, of course! 


‘‘There’s no better way to get an idea of style 
trends, Mrs. Peck, than to.drop into our store when you 
DON’T need anything. Then you can look at. every- 
thing—and soon become one of the ‘They’s’ who can 
‘say’ things about Style. 


‘‘Cordially,’’ 


When a woman receives an attractive follow-up like 
this—announcing the arrival of new styles—she is not 
likely to make her purchases at a store where she is un- 
known and which takes no personal interest in her 
trade. 

The man who has been buying his clothes from the 
elothier on Main Street may decide to try out the new 
store on Market Street, but if at that time he receives 
a follow-up letter from the old store reminding him of 
the service and satisfaction he has received in the past, 
or telling him of attractive new merchandise, the 
chances are that he will conclude not to risk a change. 

In sending out such follow-ups the retailer is assured 
of a hearing, for his customers are his friends. They 
know his method of doing business and have confidence 
in what he says. 


Many merchants use the follow-up to follow the cus- 
[ 69 ] 


BUILDING RETAIL BUSINESS BY LETTER 


tomer home and make sure that the goods are giving 
satisfaction—in other words to keep the customer 
‘‘sold.’’ A solicitous letter is sent out two or three 
days after the purchase is made, inquiring whether the 
goods are entirely satisfactory and with the request 
that if such is not the case an opportunity be given the 
store to set the matter right. 
A clothier follows up every customer in this way: 


‘* About that suit you bought here a few days ago— 
are you thoroughly satisfied with it in every 
way? If not, come in and let us fix things up. 


‘*You see, it isn’t Just a question of dollars and 
cents with us. We want your friendship as well 
as your trade, and for us to get this you’ve got to 
be satisfied first. As a matter of fact, we want 
you to be so well satisfied that you’ll not only 
buy ALL your clothes here but commend us to 
your friends.’’ 


By the use of such a letter many a chance purchaser 
is turned into a steady customer and regular patrons 
are tied firmer than ever to the store. 

A shoe merchant in Boston follows up every cus- 
tomer with a letter reading as follows: (See page 71.) 

This letter creates the immediate conviction that 
here is a store which sells satisfaction as well as mer- 
chandise. The thoughtfulness back of the idea goes a 
long way toward binding the customer to the store and 
assuring his future business. 

[70 ] 


THE FOLLOW-UP 
PPL 


THE OO-€ 


FINE FOOTWEAR 





Boston, Mass. 


WE APPRECIATE THIS IS A DUPLICATE OF THE RECORD 
IN OUR FILES OF YOUR SIZE AND LAST. 
YOUR BUSINESS | you may ORDER BY PHONE OR MAIL. 


NAME Jeo. sHOTidersenm, 
STREET ADDRESS de bo Sey een, 
Ciry Boston. 


DATE SALESMAN STYLE SIZE WIDTH ‘PRICE 
Dec.10 
1922 


REMARKS 


5 800] g E : 9.50 





Are they satisfactory? 
We're referring, of course, to the shoes 
you recently bought here. We'd like to know if 


they still fit well and show every sign of wearing 
well. That's why we ask--- 


ARE THEY SATISFACTORY? 


If not, we owe it to you to make good, 
and all we ask is the opportunity. 


You see we're selling satisfaction in 
this store as well as merchandise, and we want you 
to get a full share of both. 


Drop in whenever you're passing. 
-) 


[71 ] 


BUILDING RETAIL BUSINESS BY LETTER 


A furrier in New York keeps a careful record of 
the name and address of.every customer and follows 
up these customers with a letter pointing out the ad- 
vantages of his summer storage facilities. 

Follow-up letters soliciting charge accounts consti- 
tute one of the most important kind of letters sent out 
by many merchants. The following is a well-worded 
invitation to open an account: 


“‘Dear Mrs. Henderson: 


‘‘It has always been our ideal—ever since we 
started in business over fifty years ago—to make 
shopping here as convenient and pleasant as 
possible. 


“It is this that prompts us to say, Mrs. Hender- 
son, that we are not serving you to the full ex- 
tent we desire. We feel that you are entitled to 
the convenience of a charge account—to be able 
to do your shopping here without the necessity 


of paying cash or sending home your purchases 
CAG MIBS 


‘‘In your case, to open an account entails no 
formalities, no requests for references of any 
kind. All we ask is that you sign the enclosed 
card and send it back to us in the stamped en- 
velope also enclosed. 


‘Your charge account will then be opened and 
awaiting your pleasure whenever you find it con- 
venient to call.”’ 

[ 72 ] 


THE FOLLOW-UP 


A store in the middle west decided as an experiment 
to go to a list of a thousand of the wealthiest residents 
in the town with a letter similar to the one here given. 
As a result, 256 new accounts were opened by substan- 
tial, prosperous people. 

Inactive accounts also may be brought back to life 
through the follow-up. The sales made to such cus- 
tomers are easy to check, and this affords the store an 
opportunity of drumming up many customers who 
have not recently purchased. The customer who has 
drifted away from a store for no particular reason 
may very often be won back by an occasional follow- 
up letting him know that the store misses his business 
and would like to have him once more numbered with 
its customers. The same is true of the man or 
woman who has drifted away because of a real or 
imaginary grievance. 

Here is a good example of an inactive account fol- 
low-up: 


‘““Dear Mrs. White: 


‘‘Human nature is pretty much the same the world 
over. It doesn’t like to be forgotten. Somehow, 
we feel as though this store must have slipped 
your memory. 


‘‘We hardly believe, Mrs. White, that your in- 
frequent visits could be due to any dissatisfac- 


[ 73 ] 


BUILDING RETAIL BUSINESS BY LETTER 


tion. But, if anything occurred to cause you 
displeasure or inconvenience, won’t you call and 
tell us what it is? 


‘‘Most of our patrons seem enthusiastic over our 
service and merchandise, and because we do not 
often lose a good customer, we felt impelled to 
address this letter to you today. 


‘We cordially invite you to renew your habit of 
visiting here. It would be a special pleasure to 
know this letter had accomplished its mission. 


‘*Yours very truly,’’ ' 
pb] 


This letter, together with two others, was mailed 
by a New England store to 2300 former customers, of 
which number 825 came back. The average purchases 
of these people during the following year were not 
less than $100 or a total business from three letters 
of over $80,000. 

Using a series of letters to a mailing list of 1200 
former customers, a store in [llinois secured 66 2/3% 
results, or a total of 800 inactive customers brought 
back to life. 

There are hundreds of stores all over the country 
with literally thousands of dead names in their files, 
a large percentage of which could be transformed to 
the active customer list with the right kind of a fol- 
low-up. 

pi] 


THE FOLLOW-UP 


A retailer in Denver sends a follow-up to the chil- 
dren of that city at various times of the year inviting 
them to come to the store for school supplies. Sev- 
eral weeks before commencement he also mails a let- 
ter to each member of the graduating class calling at- 
tention to his stock of shoes, gloves, hosiery, ete., suit- 
able for the occasion. Indirectly, these letters are 
aimed at the parents, but the merchant does not over- 
look the real worth of the good will and the friend- 
ship of the children. 

An Indiana furniture store watches the newspapers 
for birth announcements and a letter reading as fol- 
lows is addressed to every baby born in town: 


‘‘Dear Baby Brown: 


‘“We are very much pleased that you have 
selected Indianapolis as your home. May you 
always find it a happy home, full of the good 
things of life. 


‘‘Now, Baby Brown, we want you to bring 
your mother to this store to get a cute little 
rattle that is waiting here for you. It is a pres- 
ent from us. And while you are here it might 
be a good idea to pick out your baby carriage and 
the other things you’ll need. 


‘‘Come in just as soon as ever you can. 


‘*Very truly yours,”’ 
[ 75 ] 


BUILDING RETAIL BUSINESS BY LETTER 


By means of this unique appeal to parents, the store 
in question secures most of the baby carriage busi- 
ness in town. | 

As the society columns of the newspapers almost 
daily announce the engagement of one or more cou- 
ples, it is the duty of a clerk in one store to enter the 
names and addresses of these young people on cards, 
and as the time for the wedding approaches, the pros- 
pective bride and groom are followed up with timely 
suggestions as to furniture, clothing, etc. It has been 
the experience of this store that a series of such letters 
is certain to produce business. 

In a small Wisconsin town a jeweler secures a list 
of all guests invited to weddings, birthday parties, 
anniversaries and other occasions which eall for the 
presentation of some gift or remembrance. ‘To each 
of these people he mails a series of three carefully 
prepared letters—mailed at intervals of a few 
days—pointing out what is proper to give at a par- 
ticular function and ealling attention to the wide 
variety of articles which may be secured at his 
store. 

‘‘Several of my customers once asked me to tell 
them in advance of any special sales I might run,’’ 
said a retailer in a Michigan town of 50,000. ‘‘These 
people are typical of a certain class that always hold 
off purchasing until special clearance sales are an- 

[ 76 ] 


THE FOLLOW-UP 


nounced. Then they buy in good quantities—and for 
cash. 

‘‘This gave me an idea and I’ve been using it ever 
since. A day or so before I put on a special sale of 
any kind I follow-up not only these people but as 
many of my regular customers and prospects as I can 
reach. I tell them in a chatty way about the sale— 
how much prices have been cut—the reasons for the 
sale and so forth. And it nearly always happens that 
the people who get the letters are the first to come to 
the store on the day of the sale.’’ 

Another progressive merchant has a regular follow- 
up to send out to people who have bought new homes 
and as a consequence will undoubtedly be in the mar- 
ket for furniture. 

These few illustrations, all of them garnered from 
the field of actual, every-day experience, show how the 
follow-up may be successfully used by every mer- 
chant. Its possibilities for getting business are unlim- 
ited. It works with equal effectiveness in large cities 
and in small towns and pulls trade that could not be 
attracted by other means. 

Persistence conquers all things, and the backbone 
of the follow-up is persistence—keeping continually 
at it: 


[77] 


CHAPTER VI 
THE MAILING LIST 


Upon the mailing list depends necessarily the suc- 
cess of every personal letter campaign. A mailing list 
should be something more than a mere collection of 
names. It should be an accumulation of the names 
and complete addresses of those individuals who have 
an unquestionable use for your goods, who can be in- 
fluenced by your appeal and who should be customers. 

Too much thought and effort cannot be given to the 
compilation of a mailing list, for the character of the 
list governs the amount of business that will result. It 
is far better to devote a little time at the outset to 
properly selecting names than it is to spend money 
later on in appealing to people who are not prospects. 

From this it should not, however, be imagined that 
there is anything difficult or expensive about properly 
compiling and maintaining a mailing list. There is 
only one basic essential, and that is to have the list en- 
tered up, checked and handled as carefully as your 
bookkeeper handles your accounts. When this is 
done it is a simple matter to compile and keep up to 
date a list of any size, from a thousand to a hundred 

[ 78 ] 


THE MAILING LIST 
thousand names, classified in any way that is desired. 


Where to get the names. 


The principal sources for the retailer’s lists are :— 


Charge customers Lodge memberships 

Cash customers Club memberships 
Telephone Book Trade directories 

City Directory Chamber of Commerce Lists 
Social Register County Tax rolls 

Blue Book Voter’s registration lists 
Church rolls Auto registration lists 


Credit Rating books 


The customers’ list and the inactive account list are 
easily secured because the ledger shows the names and 
address in each case. Cash customers are not so easily 
secured but even these names and addresses can usually 
be obtained from cash sales slips, C.O.D. tickets, ete. 
There is no reason why cash slips should not bear the 
name and address of the patron. In this way it is not 
only possible to build up a good list but it is also possi- 
ble to judge accurately how much trade the retailer is 
getting from his various customers. 

One merchant secures a list of his cash customers by 
inserting a postal card in every purchase at the time 
that it is wrapped. On the front of this card is 
printed the name and address of the store and on the 


reverse side the following request: 
[ 79 | 


BUILDING RETAIL BUSINESS BY LETTER 


‘‘At certain periods of the year we have special 
events in this store which we do not advertise. 
In order that we may personally advise you of 
such sales, we would like to have your name and 
address. Won’t you please therefore give us 
this information at the bottom of this card, and 
either send or bring it to the store at the first con- 
venient opportunity? Thank you.”’ 


The city directory is often used for a mailing list of 
prospects, but it is apt to show poor returns unless 
carefully used. You cannot, of course, use all the 
names in such a directory nor can you pick them at ran- 
dom. It would be useless, for instance, to attempt to 
sell high grade merchandise to those who find it diffi- 
cult to provide the mere necessities of life. Your only 
guide is the occupation of the person and the character 
of the neighborhood in which he lives. These give an 
idea of the social and financial standing of the vari- 
ous individuals and determine whether or not they 
are the people whose trade you could reasonably ex- 
pect to secure. When compiling a list from the city 
directory, careful attention should be paid to these 
details. 

Especially in the small towns and cities, the tele- 
phone book is a valuable source of names. It is not so 
general in character as a city directory but contains, 
as a rule, only the names of people of the better class. 
Those who have telephones in their homes may usually 

[ 80 ] 


THE MAILING LIST 


be considered prosperous enough to respond to almost 
any kind of an appeal, though of course it must not 
~ be assumed from this that every person in the local 
telephone book is a prospect. It is a question of 
selecting those most likely to be influenced by your 
appeal. 

Trade directories as well as special directories issued 
by lodges, clubs, associations, societies, churches, ete., 
will also be found useful. The-same is true of lists of 
property owners, real estate transfers, building per- 
mits, ete. 

Do not forget the voting list, the county tax rolls and 
the school reports. They all have good names. In 
every County Recorder’s Office, as well as in the 
County Treasurer’s Office, there is filed a list of tax 
payers of the county. Lists of this character can be 
freely consulted and copied if desired. These lists are 
usually accurate, as they are based upon the most care- 
fully gathered information. 

Another source from which the retailer can draw live 
names is from mail routes in the city or rural free de- 
livery routes running out of town. Mail carriers 
should of course be approached on these matters while 
off duty. 

Garver Bros., the Ohio retailers, who are located in 
a very small town and do a very large business (over 
$750,000 a year) have a mailing list of nearly 15,000 

[ 81 ] 


BUILDING RETAIL BUSINESS BY LETTER 


names. They have a paid correspondent in every 
school district within a radius of twenty miles, who 
keeps them informed of newcomers and departures. 
From this information additions or corrections are 
made on the mailing list. 

The proprietor of a department store in a small 
Michigan town maintains a mailing list that brings him 
business from an area of 50 miles. This list is built 
up by paying five cents each for cards giving the house- 
holders’ names and addresses, names and ages of their 
children, whether the family owns an automobile, ete. 
From this information the list is divided into the fol- 
lowing sub-classifications: 


Buyers of fine merchandise. 
Buyers of medium-class merchandise. 
Buyers of cheap merchandise. 
Buyers of large amounts. 
Buyers of medium amounts. 
Buyers of small amounts. 
Buyers from mail-order houses. 
Property owners. 
Renters. 
Automobile owners. 
Young women. 
Girls 5 to 15 years of age. 
Children 1 to 5 years. 
Boys 5 to 15 years. 
Infants 1 month to T-year. 

[ 82 ] 


THE MAILING LIST 


Such a list, classified in the manner indicated, is 
naturally more valuable than any that could be ob- 
tained in other ways and brings an increasingly large 
volume of business to the merchant in question. 

There are ‘‘stunts’’ without number for adding de- 
sirable names to a mailing list—guessing contests, prize 
offers, souvenirs to purchasers for filling out blank 
cards, premiums to present customers for names of 
their friends, etc. One merchant regularly secures 
good live names by giving out attractive but inexpens- 
ive calendars. The fact that these calendars are to be 
given out is advertised in the local newspapers and 
those who call are asked to give their names and ad- 
dresses. Children are asked for the names of their 
parents. 

In a Milwaukee store a prize is annually offered to 
the clerk securing the largest number of new names 
of heads of families. The results are always very 
satisfactory. 

A New Jersey furniture store secures lists of pros- 
pective bridegrooms by offering County Clerks 25 cents 
for the name and address of each man about to be 
married. Such names prove a valuable source of 
business. 

In the larger cities where there are located responsi- 
ble addressing companies, lists may be purchased, 
making it unnecessary to compile them. In buying 

[ 83 ] 


BUILDING RETAIL BUSINESS BY LETTER 


such lists it is however advisable to try out your prop- 
osition on a thousand or more names and thus deter- 
mine their value. 


Revising the List. 


Statistics show that every year there are changes in 
excess of 20% in the average mailing list of household- 
ers. For this reason the list must be regularly cor- 
rected. Removals, deaths, ete., will ultimately wreck 
the best mailing list in the world unless it is overhauled 
at regular intervals. 

A store in the South recently planned and executed a 
direct-by-mail campaign. The store was a good one, 
the merchandise attractive both in quality and price, 
and yet the campaign was a fizzle. A post-mortem ex- 
amination developed the fact that the list was 85% 
useless. 

A direct-by-mail business in the middle west pro- 
duced 40% returns the first year, 22% the second, and 
the 4th year dropped to a scant 7%. Haunted by the 
specter of failure, the proprietor tried every sales- 
boosting plan he could develop. But they all failed to 
bring the percentage of returns back to anything like 
the former mark of 40%. Finally, 1000 names were 
selected at random for test purposes and a very 
careful check was made of results. These were as 


follows: 
[ 84 ] 


THE MAILING LIST 


410 people had changed addresses from 1 to 4 times 
261 had moved to parts unknown 
7 had died 
1 had gone to jail 
83 had bought a competing article 
124 had already bought one of the articles which this 
man was trying to sell. 


In other words, a total of 886 persons out of 1,000 
names were worthless—almost 90% of the mailing list 
no good. Is it to be wondered at that returns de- 
creased ? 

Getting the dead and doubtful names off the list is 
quite as important as getting new and live ones on it. 
Lifeless prospects are worse than worthless—they are 
an utterly non-productive expense. 

In revising your list, it is well to pay particular at- 
tention to the returned mail. Note how it is stamped. 
‘‘No such address,’’ ‘‘No such number’’ or ‘‘No such 
person’’ usually indicates a mistake either in the list 
or in the addressing of the letter. If the returned en- 
velope is marked ‘‘ Moved out of town,’’ ‘‘ Unclaimed,’’ 
‘‘Name not in directory,’’ ‘‘Address Unknown’’ or 
‘*Deceased,’’ the name should of course be immediately 
removed from the list. Both time and money will be 
saved by a careful inspection of the postal markings 
on the envelopes in your returned mail. 


Every mailing will result in a few returned letters, 
[ 85 | 


BUILDING RETAIL BUSINESS BY LETTER 


but if the list is kept corrected these returns can be 
kept down to an insignificant number. 

In this connection, the service of the local postmaster 
should not be overlooked. If a typewritten list of 
names and addresses is sent to him with a courteous re- 
quest that the names of all persons who have left town 
be crossed off, the postmaster is usually glad to comply 
with this request. He is not, however, permitted to 
add new names to a list. The law by which he is gov- 
erned reads as follows: 


‘‘Postmasters must not furnish lists of names of 
persons receiving mail at their office. Lists of 
names sent to postmaster for revision must be re- 
turned to the sender when postage is provided for 
that purpose, but no new names may be added to 
the lists. Postmasters may, if they so desire, 
however, cross off the names of those who have 
moved away or are deceased.”’ 


This service, it will be seen, is entirely optional on 
the part of the postmaster. Hence, it is advisable, 
when sending him a list for revision, to point out that 
it will be to his advantage to check the names for the 
reason that it will obviate a lot of unnecessary handling 
of mail by his staff. 


How to keep the names. 


Do not keep your mailing list on sheets of paper. 
[ 86 ] 


THE MAILING LIST 


This method is old and out of date. The card index 
system is by far the best form in which to keep names. 
This method adapts itself to a multitude of mndexing 
arrangements, permits of unlimited expansion or con- 
traction, and is convenient to handle. It is in every 
way more flexible than any other method. 

Using the card index system dead names may 
quickly be removed instead of burdening the list with a 
lot of worthless, crossed-off names, and the correction 
of addresses is a very simple and easy matter. You 
can start with one drawer and a few hundred ecards and 
build it up until you have thousands of names classified 
in any way that is desired. The size of cards most 
frequently used for this purpose is 3 x 5 inches; they 
can be obtained at almost any stationery store. 

The average retailer sells such a wide range of lines 
that it would hardly do to use a blanket appeal. Every- 
one is interested, say, in clothes, but only people who 
have children are interested in children’s clothes. 
Whenever possible, therefore, the list should be so ar- 
ranged that any classification can be secured at a 
moment’s notice. 

The lists of many retailers are divided into two gen- 
eral classifications—general and group lists. The 
general lists are often merely a combination of the 
group lists and contain the names of those to whom all 


announcements, special sales notices, openings and 
[ 87 | 


BUILDING RETAIL BUSINESS BY LETTER 


other general appeals are sent. The group lists are 
separate groups to which a specialized appeal may be 
made, such as: 


School children Society women 
School teachers Business women 
College students Professional men 
College teachers Factory employees 
Club members Farmers 


City or County employees Business men 
Property owners 


Such other classifications as may work out best for 
the individual retailer, are of course a matter of choice. 

Another advantage of the card index system is that 
it furnishes the merchant with a convenient and easy 
method of keeping an accurate check of results ob- 
tained from his personal letter campaigns. During 
the life of one of these campaigns the name and ad- 
dress of every customer is entered on the sales slip, 
and from these slips all sales made to new customers 
are posted on to the cards. This takes time, of course, 
but it furnishes an absolute check of results and shows 
in dollars and cents the tremendous pulling power of 
the personal letter. 

When every name on the list is a live one, when every 
letter is right, there can be no question as to results. 
Success is assured. 

For the retailer who is selling goods on either a large 

[ 88 ] 


THE MAILING LIST 


or a small scale, a mailing list not only of prospects 
but also of present customers and inactive accounts 
is an absolute necessity. Such lists point the way to 
good-will and friendship and reward the effort put into 
them by an ever-increasing volume of business. 


[ 89 ] 


CHAPTER VII 
GRAMMAR AND FORM 


No letter should leave a store that is not correct in 
grammar and form. Every rule of English, every 
rule of language, was formulated for the purpose of 
making the thought clear, the reading simple. A cor- 
rect choice of words will often do more to convince 
the reader than a clever argument. 

And by ‘‘correct’’ is meant the use of language in 
accord with the standards established by writers rec- 
ognized as the best. Single instances of usage by an 
eminent author will not necessarily make certain 
expressions correct but continuous general usage does. 
Books of grammar simply formulate the general prac- 
tice of such writers. 

Community leaders are generally people who have 
grown up in surroundings where the language is prop- 
erly spoken; they have read books in which English 
is carefully written. Hence they feel at once an error 
of speech or writing, even when they cannot give it 
immediately a name. And since such people set the 
styles, establish the reputations and generally domi- 
nate the community, it is important for a merchant to 

[ 90 ] 


GRAMMAR AND FORM 


avoid their disfavor. If they decide that his store is 
a ‘‘cheap’’ place, his chance of winning the most de- 
sirable trade of the town is gone. And carelessness 
in the wording of sales appeals or advertising copy, 
suggesting ignorance or lack of familiarity with the 
standards of their class, immediately sets a store apart 
from them—makes it seem ‘‘not their kind of a 
place.”’ 

The wise merchant, who is not certain as to the cor- 
rectness of his writing, will have it checked over by 
someone who is. Obviously, the ability to write 
grammatically does not imply the ability to write in an 
interesting or convincing manner; and it is not 
enough to hire a grammarian and turn over the prepa- 
ration of advertising matter to him—or her. There 
are more men who can write grammatically, than there 
are shrewd, keen men who can not. At the same 
time, since grammar is a matter of usage, and lan- 
guage a living, growing thing, never hard and fixed, 
the most careful writer will err now and then. Per- 
fection is not attained in any human endeavor, 
but there is a wide margin between the occasional 
slip of the cultivated writer and the continuous 
mauling of the language by the ignorant or the in- 
different. 

To outline English grammar is not the purpose of 
this chapter. Excellent text books have been written 

[ 91 ] 


BUILDING RETAIL BUSINESS BY LETTER 


PRIVATE OFFICE 


x 
425, GLOVERS axp SH 


| 8 
Hoste oe MASSACHUSETT 
a i. 


CoES & Younc COMPANY 
SHOES FoR MEN 

20 SCHOOL STREET BRANCH = 

Bosiwn A hye H-10 AVERY STREET 


FREDERIC Ey 
PACSIOUNT ano THeKSURERS 


Weber az Heilbroner 


RY-HATS 
HABERDASHERY ” 


NN 
“in THE NEW YORK MA 


CLOTHES- 


B00 BROAD ST- 
NEwAR K,N.J. 


BOSTONIAN SHOE StorRE 
W.C. KENNEY 
N2 ©. BALTIMORE STREET 


ADAMS SQUARE 
OSTON 
OFFICE OF THE 5 
PRESIDENT 





On this page are shown a variety of styles in letterheads, on 
high-class bond paper, 714 x 11 inches. 
[ 92 ] 


GRAMMAR AND FORM 








esTaeus ) 


Hi. JAECKEL A SONS INC. cecrnos A 
BRYANT e720 


546 FIFTH AVENUE 
OUR ONLY STORE IN NEW YORK 


New YORK 


sew vor! 
vaaspurs 
cie clans 
, 
SON CO pine 
\e NEL ce AVENUE easton bots 
; # Oo 





See abl +202 South Michigan ofvenut 


Chicago 






Largest Distributors of Merchandise 
at Retail inMissour’ and the West 





ST. LOUIS,MO. 





Stores that wish to use stationery that is distinctive find Deckel-edged 
paper, 8x 10 inches, effective. 
[ 93 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Oppenheim,Colling & @y 
34% Street- West 


New'Yorle 


° Oo 
Balch, Spice & Co. 
‘Fulton and Smith Streéts 
BrookbynsN-Y- 


CHas ‘A: STEVENS & Bros. 


CHICAGO, 


ABRAHAM és Straus a 


BROOKLYN, Ny = 


c 
REbir DEPARTMENy 


lum Street 


IS 
HORSE 


women’s SHOP 
140 TRUMBULL STREET 





All these letterheads are 814 x11 inches folded sheet. Note the 
simplicity of the headings. 


[94] 


GRAMMAR AND FORM 


on this subject, and there is no necessity to repeat 
here what has already been well said. Suffice it to 
say that all who have the work of preparing words for 
print should have such books at hand and refer to 
them when in doubt. 

It IS worth while, however, to note here a few 
points which are peculiarly important to the writer of 
letters. In the first place a few details as to form 
may be mentioned. 

Letters will, of course, be sent out on the letterhead 
of the store, and for this reason a good quality of 
paper should always be used. Cheap stock gives a 
wrong impression at the start, handicaps the letter 
~ even before it is read. Naturally, better paper will 
be used by a Fifth Avenue jeweler seeking the ac- 
counts of millionaires than by a small store in a small 
town, but the cost of the paper is always such a frac- 
tion of the cost of the campaign that it pays at all 
times to make the appeal on stationery worthy of the 
store. 

If the letter is short, 1t may be put on a folded sheet; 
if it is long it should be put on one or more sheets. 
Only one side of the sheet should be used. Some con- 
cerns have their names printed in small type in the 
upper left hand corner of the second sheet but this 
is not absolutely necessary. 


As a device for gaining attention it is permissible to 
[ 95 ] 


BUILDING RETAIL BUSINESS BY LETTER 


use various sizes and colors of paper. How far the 
merchant can go in this direction depends of course 
upon the nature of his business and the appeal that 
he makes. To sacrifice respect for the sake of atten- 
tion is seldom wise, but ingenious men can always find 
ways to be ‘‘dignified yet different.”’ 

When letters are addressed to business firms it is 
not well to use any other size than the standard 
814 x 11 for the reason that most other sizes do not 
file readily and conveniently. This consideration 
does not, however, appear when addressing people in 
their homes, where files are seldom used. 

Forms of Heading and Address. The name of the 
store and the town will, of course, be printed on the 
letterhead. The same is true of the street address, 
unless the institution is so well known or the town so 
small that there is no necessity for this. 

The name, address and salutation go on the left side 
of the sheet. It is permissible either to indent these 
(to begin each succeeding line to the right of the one 
above it) or to line them up. The advantage of in- 
dentation is supposed to be that it allows the eye more 
readily to discover each element of the address, but 
it means far more work for the typist and it can truth- 
fully be said that the lined-up address and the lined- 
up heading are equally desirable. Llustrations are 
given: 

[ 96 ] 


GRAMMAR AND FORM 


INDENTED: 


14 West Street, 
Chicago, Illinois, 
June 19, 1922. 


Mr. J. K. Henderson, 

111 Park Street, 
Joliet, Illinois. 

Dear Mr. Henderson: 


LINED UP: 


14 West Street, 
Chicago, Illinois, 
June 9, 1922. 


Mr. J. K. Henderson, 
111 Park Street, 


Joliet, Illinois. 


Dear Mr. Henderson: 


It will be noted that the salutation follows the name 


and address, one line being left blank between. 


Social usage demands that letters addressed to 
strangers begin ‘‘My dear Mr. Henderson”’ or ‘‘My 

. dear Mrs. Carter.’? But the business practice of 
omitting the word ‘‘My’”’ is so general that for all ordi- 
nary purposes it is followed. While the salutation as 
given above is actually less formal than ‘‘My dear Mr. 


[ 97 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Henderson’’ so few people know this, and so many 
would think the latter form a familiarity, that it is 
well for the merchant to stick to the usual business 
form. His letters are not social communications, in 
any case; and if he meets criticism by someone who 
happens to know, he can readily explain this. In 
addressing the public generally, it is not wise to 
depart from the standard practice to which it is 
accustomed. 

The letter itself may be single-spaced, with inden- 
tations and double-spacing between paragraphs. If 
it is very short, it may be double-spaced to make it fill 
the page. Margins should be ample, but not so wide 
as to make the letter look lonely in the midst of its 
white space. Room enough should be allowed at the 
bottom of the page—either a margin if the letter runs 
over to another page, or space for signature. In no 
case should the letter ever finish at the bottom of the 
page, and the words ‘‘ Yours very truly’’ with the sig- 
nature adorn the top of the next page. If the letter 
is nearly complete when the bottom is reached, at least 
two lines of the letter should be brought up to the top 
of the next page to keep company with the compli- 
mentary close and the signature. 

The Letter’s Ending. Custom prescribes such mat- 
ters as the beginning and ending of a letter. The 
man who writes ‘‘Dear Mr. Henderson’’ may have no 

[ 98 ] 


GRAMMAR AND FORM 


real affection for Mr. Henderson, and in the same 
spirit he may sign his letter ‘‘Yours very truly’’ 
with no expectation that Mr. Henderson will ever 
question the truthfulness involved. These forms 
are perfunctory, meaningless, but are used as mat- 
ters of social habit. Tio conform is easier than 
not. 

Recently there has come a tendency to revolt against 
‘*Yours very truly.’’ Such endings as ‘‘Yours sin- 
eerely’’ or ‘‘ Yours cordially’’ are used to inject a lit- 
tle more warmth into this section of the message. 
‘‘Yours for business’’ or ‘‘ Yours for better Boston”’ 
are ways of tucking a little enthusiasm into the form; 
but they are rather flippant, and are not yet accepted 
as good usage. ‘They may be used only when writing 
to intimates. In a similar way, ‘‘ Yours respectfully’’ 
is confined to cases where the writer addresses a peti- 
tion or a note in the nature of a petition, to some supe- 
rior. Such abbreviations as ‘‘Yrs. Resp.’’ should 
never be used at all. 

If the first personal pronoun singular (1) is used in 
the letter, it must be signed as written by an individual. 
If the first person plural (we) is used throughout, it 
may be signed as by a concern. When an individual 
writes for his house, on its letterhead and in his busi- 
ness capacity, but uses the pronoun ‘‘I,’”’ his form of 
signature will be shown below: 

[99 ] 


BUILDING RETAIL BUSINESS BY LETTER 


- 


Yours very truly, 


Manager, 
THE HENDERSON MCGOWAN CO. 


When the house writes, and the writer’s name is ap- 
pended simply for identification, the letter should be 
signed as in this form: 


Yours very truly, 
THE HENDERSON MCGOWAN CoO. 


Manager, 


The word ‘‘ By’’ may be used with this latter form of 
signature if preferred. 

For the sake of securing individuality, certain liber- 
ties may be taken with the forms we have indicated. 
On a small letterhead the date may be put at the bot- 
tom, at the left hand side. Or if the date is at the top, 
in the customary place, the signature may be moved 
over to the left. Paragraphs may be indented or not, 
according to preference. As a ‘‘stunt,’’ hanging para- 
graphs may be used—those where the first line, instead 
of being indented, is extended beyond the rest of the 


paragraph as shown in this example: 
[ 100 ] 


GRAMMAR AND FORM 


A man who buys an automobile for family 
use naturally puts a high value on 
safety. Big, strong cars are undoubt- 
edly safer than small light ones. 


Strength is a factor making for economy, 
when it means lower repair bills. On the 
other hand a car heavily built is expen- 
Sive to operate. The ideal is a car light 
in total weight yet heavy where weight 
means strength. 


Generally speaking, however, it is best to stick to the 
established rules which good usage has approved. 
Stunts are always risky and the attention they win is 
seldom worth the trouble. People are apt to misunder- 
stand, to be more entertained by the stunt than im- 
pressed by the letter. Dignity and conservatism in 
matters of this kind are the policies most generally 
identified with success. 


[ 101 ] 


CHAPTER VIII 
HOW TO USE THIS BOOK 


The retailer who would pay a high rental for a prom- 
inent location and not utilize his show windows for the 
display of his merchandise would be no more guilty of 
neglecting sales possibilities than the owner of this vol- 
ume would be who fails to use it—and constantly. 

Just as it is known that attractive show windows 
make sales, so has it been established that the material 
in this book will produce business. The letters assem- 
bled herein have been used with success by some of 
the leading institutions of the country and also by 
many small stores. To what extent the book will pro- 
duce business for you is, therefore, entirely a question 
as to the use to which it is put. 

A saw will cut no wood hanging on the wall nor will 
this volume on the bookshelf create sales. It is meant 
to be READ, to be carefully STUDIED, and, what is 
more important, USED. 


Selecting Letters. 


The letters in this book cover the principal lines of 
retail trade; but it should not be thought that a letter 
[ 102 ] 


HOW TO USE THIS BOOK 


which makes incidental mention of furniture is avail- 
able only for a furniture store. In many eases, of 
course, the whole substance of the letter relates to one 
line of merchandise, but a mere mention of ‘‘furni- 
ture’’ in the course of a letter on store policy would no 
more prevent a shoe man from changing the word to 
‘*shoes’’ and using the letter, than the mention of shoes 
need deter the furniture man. 

Naturally, in seeking material applicable to your 
store, you will look among the letters successfully used 
by others in your line. If you do not find there just 
what you desire, there is still a mass of material, argu- 
ments and talking points upon which you may draw. 
Hence by turning to other sections of the book you 
may find material that will meet your particular re- 
quirements after a slight change or two has been made. 

Letters which apply to any line of business—as for 
example those relating to inactive accounts, or those 
soliciting the opening of new charge accounts, have 
been grouped by themselves under the headings indi- 
cated. And while the rest, for convenient reference, 
have been assembled under the particular lines repre- 
sented, these lines should not be considered as hard and 
fast. 


Building Letters. 


In the offices of many large stores paragraph book 
[ 103 ] 


BUILDING RETAIL BUSINESS BY LETTER 


systems are in use; and for those who prefer to con- 
struct their own letters this book will be found invalu- 
able. In Examples I, IJ, III and IV are shown letters 
made up of paragraphs taken from different letters in 
the same section. 

Example V, VI and VII show the same adaptation 
from letters in all sections. 

Example VIII and IX illustrate how the letters in 
this book, with slight changes of words, sentences and 
paragraphs may be made to cover whatever the re- 
tailer’s requirements may be. 

- Example X and XI are two editorials prepared. en- 
tirely from the material herein. 

By diligent study of the material contained in this 
book, by bearing in mind that ‘‘pains and brains”’ are 
necessary to the preparation of successful letters, and 
by applying this same principle you can not only make 
valuable use of this volume but you can likewise build 
editorials and obtain many excellent copy suggestions 
for your newspaper advertising. 


Timely use of Letters. 


Merchants who have studied the subject recognize 
the importance of timeliness. In addition to the great 
seasonal opportunities, the alert retailer can add thou- 
sands of dollars to his volume by reaching the indi- 
vidual prospect at an obvious time of need. 

[ 104 ] 


HOW TO USE THIS BOOK 


A careful analysis shows that a direct appeal may be 
timed as follows: 





1 As to day of delivery 

2—— ‘‘ ** month of delivery 

3—— ‘‘ ** season of delivery 

4___** ** a4 particular event such as a wedding, birth, 


removal from one house to another, a holiday, 
graduation, card party, a special ‘‘week,’’ ete. 


To reach the prospect either preceding or following 
a certain event is easily accomplished. Advance no- 
tice of such events is usually published in the local 
papers and offers a splendid opportunity for timely 
appeals. 

One wide-awake merchant uses the daily newspaper 
as a mailing list and never overlooks a chance to get 
more business. Everything is grist to his mill—even 
the weather reports! 


‘‘More rain coming! On a dark, gloomy evening 
the family must stay indoors, and that is the 
time when we all long for music. Good music 
not only makes us forget about the bad weather 
but it brings the greatest pleasure in good 
weather also. 


‘‘Then why not have good music in your home? 
We have a fascinating assortment of pianolas, 
victrolas and radio sets, any one of which will 
make the longest evening seem all too short... .’’ 


[ 105 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Since it always rains sooner or later, this letter is 
universally timely and makes a splendid tie-up with 
the merchandise offered. 

The news of weddings means prospects for furniture 
stores, or for any who have equipment for the new 
homes. A friendly note before or after the wedding 
will often bring the young couple in to shop; for they 
are peculiarly responsive to expressions of good will. 
Again, by keeping track of building permits the mer- 
chant can know who will in due time be seeking new or _ 
additional equipment for enlarged household area. 
Seldom does the furniture of the old home exactly fit 
and fill the new one; and the keen merchant who brings 
himself to the notice of the prospect—who manifests 
a flattering concern for the business of the one who is 
building—is apt to find his reward in larger volume. 
Births similarly mean immediate demand for cribs and 
baby carriages, and a later demand for walkers, toys, 
and nursery furniture of many types. Such events as 
weddings and births mean demand for the wares of 
many other shops also, of course—those which sell in- 
fants’ apparel, those from which the bride secures her 
trousseau, tailoring and men’s furnishings stores, 
trunk and travelling-bag shops, and of course also the 
gift stores. 

In a large city it is hard to keep track of the arrival 
of newcomers; but in the smaller towns many mer- 

[ 106 ] 


HOW jLOSUS Re riloes OO l€ 


chants watch such arrivals and send cordial notes wel- 
coming the stranger and offering the service of the 
store. It may be imagined how effective such messages 
are in building good will. Again, when a merchant 
who serves men learns of a promotion or other busi- 
ness advance he writes a tactful note of congratulation, 
with only the slightest hint of desire for patronage. 

In his own ledgers the merchant will often find op- 
portunities to build good-will. The fact that accounts 
become inactive—that people drift away or become dis- 
gruntled, is cause for mailing letters asking the reason 
for dissatisfaction, offering adjustment and hence re- 
newing good-will. A recent investigation showed that 
almost 70% of the accounts which become thus inactive 
do so because people have never been truly ‘‘sold’’ the 
store and its methods—they simply do not care where 
they trade. For this reason a personal letter from 
the merchant, making it very clear that he DOES care, 
will prove very effective. A section is devoted in these 
pages to letters of this kind, all of which may be modi- 
fied or rebuilt to fit local conditions. 


[ 107 ] 


BUILDING RETAIL BUSINESS BY LETTER 


EXAMPLE I 


This letter is made up of various paragraphs as indicated in margin. 
The material has been selected from that in the same section. 


Page 121, { 5. 


Page 187, { 3. 


Page 148, { 2. 


Page 155, { 5. 


Dear Sir: 


To take care of your Spring needs isn't our 
ambition, by any means. To PLEASE you so well that 
nothing else will do---that is our aim. 


We realize that if a man takes pleasure in 
wearing a suit, hat or pair of shoes bought at the BLANK 
store, we have made a customer. We know, too, if a 
mother buys a suit for her boy, and everybody admires 
it, it will be the means of making new friends. 


Men who have learned the lesson of quality 
find in our Men's Store the very definite answer to 
their clothing needs. For here you will find suits and 
overcoats for Spring and Summer of more than mere excel- 
lence of fabric and perfection of tailoring. Throughout 
our entire collection the thread of service---service 
that manifests itself not in the surface display of 
clothes, but in the enduring wear our clothes will give 
until the day they are discarded. 


Thereris Soins LO be a. saving stor yous. 
you buy this month. We would suggest that you watch our 
ads in the daily papers. 


Very truly yours, 


[ 108 ] 


HOW TO USE THIS BOOK 


EXAMPLE II 


As in the case of Example I, the various paragraphs indicated have 
been selected from the same section. 


Page 519, ¥ 4. 


Page 518, § 3. 


Page 516, { 3. 


Page 518, { 4. 


Dear Mr. Slee: 


This furniture store is for serious, sensible, 
saving people who want to make every dollar buy its utmost. 
It is a store that earnestly strives to contribute to the 
beauty and happiness of homes of a community. 


should you be in search of special or odd pieces 
with which to "freshen up" your home, you will be sure to 
find mony vnines Here. that witlvespecially interest you: 
We have been as careful in our selection as we would ex- 
pect you to be. APPROPRIATE furniture costs no more than 
the other kind. Where it is requested, we are always glad 
to aid in the selection of a harmonious "setting" for any 
room in your house. 


Nothing is ever too small for us to consider. 
Im furnishing your home, our sole intention is to supply 
appropriate articles, appropriate in durability, comfort, 
appearance and price. And if you desire, appropriate terms 
can be made to suit your own convenience. 


The woman who is "merely looking for suggestions" 
is always welcome at this store---we do not expect her to 
buy until she is ready. We are here to show you anything 
and everything and not have you feel the least bit obliga- 
ted. 


Sincerely yours, 


[ 109 ] 


BUILDING RETAIL BUSINESS BY LETTER 


EXAMPLeE III 


Same process as in Examples I and IT adopted in the preparation of this 


letter. 


Page 190, { 2. 


Page 201, { 3. 


Page 210, { 2. 


Page 211, { 5. 


Dear Madam: 


Our early Spring footwear has just arrived: 
There are some styles that are particularly socd was 
dark-toned leather, dull tan and black, with the long toes 
and narrow vamp, for the woman of discriminating taste. 


These shoes are so caretully made, of such good 
materials, that they wear exceptionally well. In style they 
are leaders. On a "cost-per-mile™" basis they are very Low 
in price. 


Our buyer is not alone a keen judge of good 
leather and faultless workmanship, but keeps thoroughly well 
informed as to every new style innovation both in this 
country and abroad. If it is a new and stunning model in 
women's footwear that has made its appearance on Fifth 
Avenue, New York, or on-the Avenue De L'Opera, Paris, it 
will soon be a part of our stock, or it won't take us long 
to get the style for you. 


You may come and go here without the slightest 
sense of obligation---even though you do not wish to buy. 


This will be a rigid principle, with this store. 


vincerely yours, 


[110 ] 


HOW TO USE THIS BOOK 


EXAMPLE IV 


The make-up of this letter is the same as described for Examples I, II 


and ITI. 


Page 456, 7 1. 


Page 455, {[ 2. 


Page 448, {[ 3. 


Page 454, J 3. 


Page 451, { 5. 


Page 451, J 6. 


Dear Mrs. Smith: 


When a good customer of ours is absent at a 
buying season---a time when we are offering values as un- 
usual and lines as attractiv® as we have recently---it is 
a matter we can't overlook. 


From the beginning of our career, we "hitched 
our wagon to a star" in our ideals of what this store 
should be---not the "near best" but the VERY best---in 
service and in merchandise. 


We always took pride in the fact that you had 
an accunt here; therefore, this special effort on our 
part to retain you as a patron,. 


If anything occurred to cause you displeasure 
or inconvenience,. we feel sure you ‘would have given us 
the cpportunity to make it right. But if there should be 
any such reason, won't you stop in and frankly tell us 
what it is? We will spare no pains to prove to you that 
your custom is warmly appreciated. 


Just now we are offering many special values 
in linen suits, wash skirts, summer waists, cool, sensible 
corsets and silk underwear, and we will be delighted to 
serve you either in these lines or in any other that may 
meet your requirements. 


May we hope to have the pleasure of serving you 
more often in the immediate future? 


YOUrSaGruly 


[111] 


BUILDING RETAIL BUSINESS BY LETTER 


EXAMPLE V 


The paragraphs constituting this letter have been selected from all sec- 
tions. Pages and paragraph numbers are indicated in margin. 


Page 287, { 2. 


Page 208, { 2. 


Page 472, ¥ 3. 


Dear Madam: 


A Danville woman who just returned from the 
East told me that she was amazed at the completeness 
of everything in this store---the varieties, the 
styles and the reasonableness of prices; she congrat- 
ulated me on keeping our store attuned to the times ~ 
with the same care and intelligent preparation as the 
very large metropolitan stores, and said that she could 
see no reason for going outside of our doors for moss 
everything she needed. 


Because we carry only dependable shoes doesn't 
mean our prices are high. The reputation of ourwiogn— 
wear is built on the solid foundation of utmost qual- 
ity at minimum prices. GOOD shoes, you know, have never 
been "cheap". And cheap shoes have always been DEAR to 
the women who bought them. The good article always costs 
more for a very go00d reason oii) Ss VOnPe more. 





We're very anxious to have you on our boGmepae 
& regular “charge customer” and It yourwa ye ae 
to, we will arrange our records so that you will get es- 
pecially prompt and satisfactory service at all times. 
Simply stop in the first opportunity you go out to shop 
and tell us that we may. 





Sincerely yours, 


[112] 


HOW TO USE THIS BOOK: 


EXAMPLE VI 


From all sections, paragraphs indicated below have been selected for this 


letter. 


Page 324, § 4. 


Page 440, § 2. 


Page 278, § 4. 


Page 1380, ¥ 1. 


Dear Madam: 


We believe that you, as our customer are en- 
titled to every courtesy it is possible to be shown you. 
Every member of our salesferce is impressed with the 
fact that the customer must always receive first consider- 
ation. We welcome, instead of resenting, any criticism 
of our store, of our service, realizing that we are but 
human and cannot see all of our own faults. 


Perhaps you do not know, but after your last 
purchase, when we saw how promptly you paid your account, 
we put your name in our "Preferred Customers Ledger," 
which means that the next time you come in you will not 
have to go through any formalities---just tell the sales- 
man you have a "Preferred Customer's" account and there 
will be no question asked. 


Our constant thought is that, by close atten- 
tion to your interests in the values we offer, by uniform 
courtesy, by painstaking attention to your every want, and 
Dy service thats brings to you"a sense of real pleasure in 
dealing with us, we hope to merit more and more of your 
patronage as the days go by. 


Every dollar's worth of business you ever do 
with us just puts us that much more under obligation to 
you. We want you to know that we appreciate the confi- 
dence our customers show in RETURNING to us---and it is 
our business policy to work---not for "sales", but for 
SATISFACTION. 


Sincerely yours, 


[113] 


BUILDING RETAIL BUSINESS BY LETTER 


EXAMPLE VII 


' This letter is the result of copy selected from five different letters. Para- 
graph numbers are indicated. | 


Dear Sir: 


Next week is "MEN'S WEEK" which means that 
Page 310, { 1. the new STORE FOR MEN will put on its "best front" 
. and stand in the "receiving line". 


A look over our wide range of Summer weight 
suits will convince you that they are immeasurably su- 
perior in value to anything you will find in town. They 
have the imprint of individuality--they lift you out of 
the ruck--earn for you the reputation of being well- 
dressed in the best sense among the people. 


Page 142, { 3. 


It's a matter of pride with us to have the 
largest stocks of merchandise in Canton. And, we are 
Page 278, J 1. equally proud of the fact that the test of quality has 
entered into every purchase made for the autumn and win- 
ter seasons. 


If you have not already become acquainted with 
our store, we cordially invite you to come in and permit 
Page 267, 5. us to prove to you that our merchandise is the best to 
be had. "Our prices make down-town shopping extrava- 
gant," and our service will meet your requirements. 


Page 472, § 4. io, We'll be more than pleased to have you accept 
this invitation. 


Sincerely yours, 


[114 ] 


HOW TO USE THIS BOOK 


EXAMPLE VIII 


Here is shown the revision of a clothing letter so as to make it suitable 
for a shoe merchant. 


Page 131, J 1. 


Page 131, { 2. 


Page 131, { 3. 


Page 131, { 4. 


Page 131, { 5. 


Dear Mr. Brown: 


When you employ a man, you look for de- 
pendability---you know the work you want done---and 
you choose the man who can do it. 


It's good business to buy your shoes on 
the same basis. 


For durability and comfort and good looks, 
consult Carter & Company, Agents for Fine Shoes. Through 
us, you are assured of long and loyal service, reliable 
leather, refinement of style and worthy character. Choose 
your shoes as you would choose your man---for minimum 
risk and maximum reliability. 


Our Buying Code is---highest quality from 
the best makers---at the LOWEST CURRENT MARKET PRICE. 


Our Selling Code is---Absolute Satisfaction 
---if it takes a refund to do it! We know that our Spring 
Values are GOOD. We leave it for you to call them the 
best. 


Sincerely yours, 


[115] 


BUILDING RETAIL BUSINESS BY LETTER 


-EXAMPLE IX 


Originally a Boys’ Clothing letter, with revision this letter has been made 
adaptable for a furniture dealer. 


Page 250, { 2. 


Page 250, { 3. 


Page 250, { 4. 


Page 250, { 5. 


Dear Mr. Jones: 


I am writing you because I am sure you will be 
interested to know something of the unusual plans 
Blank's have made for serving you this season. 


As I look over the fresh arrivals I feel that 
we have been indeed fortunate in the shrewd, timely pur- 
chases which were made, and that your home cannot fail 
to benefit by these splendid qualities and attractive 
values. 


some of the best known manufacturers in America 
have arranged to sell their distinctive furniture models 
in Atlanta through the "Greater Furniture Store". There 
will be charming Dining and Living Room Suites, as well 
as single pieces of fine design. All are reliable in 
quality. 


Occasionally, during this season, we will write 
you personally concerning arrivals of articles that will 
interest you. In just a few days we will send you your 
copy of our new Fall Booklet, entitled "Your Home". It 
contains actual photographs of Atlanta homes showing 
the best selections and arrangements of pieces for 
different rooms. 


Sincerely yours, 


[ 116 ] 


HOW TO USE THIS BOOK 
EXAMPLE X 


An example to show how it is possible to obtain from this book material 
suitable for newspaper copy. 





UO: Fe ica Ls 


@ As we look back over the year, we are 
indeed thankful for the many friends which 

Page 299, § 4. this institution has, and for the many evt- 
dences which we have seen of that friend- 
ship. 


Q While our efforts have been to improve, 
we realize that accomplishment has not al- 
ways equalled our expectations and if im 

Page 299, 5. | any way we have failed to measure up to 
your expectations, we would be pleased to 
have you advise us. For only wm this way 
can we know and correct our faults. 


q Criticism is usually distasteful to the 
average person or organization, but wnlike 
Page 283, § 2. others, we invite criticism—for just criti 
cism is as essential to improvement as the 
corner stone to the Modern Building. 


q The fifty-one years of continued success, 
which this store has enjoyed, 1s due more 
Page 325, J 2. than to any other one fact, to the effort 
which has always been put forth to give 
full value for every dollar expended here. 


[117] 


BUILDING RETAIL BUSINESS BY LETTER 


EXAMPLE XI 


This editorial is the result of the grouping of paragraphs indicated in 
margin. 






STORBS PO GLOy 



















@ This store’s prices have brought it many 
friends—people who respect the values it 
offers as representing their full money’s 
worth. 


Page 281, J 2. 


q Our policy has always been to keep 
stocks fresh and new—ever changing and 
ever attractive to the modern-minded 
woman. The merchant of by-gone days 
often bought huge quantities at big reduc- 
tions, with the result that his stock was 
often stale. We make smaller but steadier. 
profits by keeping our stocks strictly up- 
to-the-minute, throughout every depart- 
ment of this store, all the year round. 


Page 281, { 3. 


Q We hope you will take pleasure in fre- 
quent visits here, as we feel that we have 
always something of interest to show you. 
Page 281, { 5. You have always the assurance that unless 
you are 100% satisfied with your purchase, 
we are ready to make wt right, cheerfully 
and quickly. 





[118 ] 


é 





 Snorron I 
MEN’S CLOTHING 


BUILDING RETAIL BUSINESS BY LETTER 


“Out of the high rent 
district’’ idea. 


Dear Mr.. Henderson: 


"Service! That's the thing everybody's talk- 
ing about, these days --- and nobody's GETTING.” We 
heard a business man say that, the other day, and we -had 
e THOUGHT, 


This is’ it... Hverybody*s setting alot oo. 
things that LOOK like Service --- cushioned "Fittings" 
to make a shop a pleasant place to "wait"-in .. three de- 
liveries a day .. elaborate credit systems .. but few con- 
cerns are doing you the Service of decreasing their OWN 
expenses and profits to save YOU money. 


How about a new BRAND OF SERVICE, based on this 
idea? Does it appeal to you? Here's our idea of it. 
We're on the job all the time the sun's up and we're called 
the DAYLIGHT PLACE. No wasting of Time. We're located, 
safe and snug, "TWENTY FEET ABOVE THE HIGH RENTS". 


We run our business on the simple, old-fashioned 
Cash and Trade basis .. eliminating all those superfluous 
things the modern Middleman has cluttered up business with 
credit .. deliveries :. clearance sales (we don't have 
any stock left to CLEAR; .. and Cushions. 


We stick to the HAPPY MEDIUM --- concentrating on 
JUST SUITS AND OVERCOATS --- selling them for nothing less 
than $20 and nothing more than $40 .. the same clothes you 
would pay $30 to $80 for in any ground floor shop. BELIEVE 
US... or if you don". ais esrse eye 


Come UP and save $10 --- and come down again wear- 
ing the same grade suit you've always worn --- with $10 in 
its pocket --- or come down in a suit that's $10 better than 


your last. 


Very truly yours, 


[ 120 ] 


MEN’S CLOTHING 


Spring clothes for men 
with style, quality and 
durability im them. 


Mr. J. K. Henderson, 
198 Park, 
Richmond, Va. 


Dear Mr. Henderson: 


Style---Quality---Durability---the 
"Three-in-one" of Good Dress. 


When you buy clothes, you are looking for good 
workmanship, combined with excellent materials and author- 
itative good style. 


. So you might just as well try BLANK, first as 
last, Mr. Henderson---for this is our testing trio---noth- 
ing from Suits to Accessories gets by our censor experts 
without being checked up for these three requirements. 


Our Spring Shipments are arriving daily---Suits 
and Topcoats which more than measure up to our standards--- 
and good-looking accessories that will renew the old suit 
that is going on its second season. 


To take care of your Spring needs isn't our Am- 
bition, by any means. To PLEASE you so well that nothing 
else will do---that is our aim. 


Very truly yours, 


[ 121 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Store policy outlined. 
Announcement of winter 
stocks made. 


Mr. George Henderson, 
495 Riverside Drive, 
New York City. 


Dear Mr. Henderson: 


There's real satisfaction in feeling the 
liberty of going into a store, wandering around, com- 
paring prices and knowing you are welcome, irrespective 
of whether you buy or not. And that's the way we want 
you to feel about our Men's Store. 


lL. Every ec leerys win ee figures. 
2. Prices are the SAME to everyone. 
4. Every price represents honest value. 


On these three plain facts, we have based our 
claim that Blank's merchandise and service warrant 
fullest confidence - which we cordially invite you to 
put to the test. 


Our line of winter suits and overcoats, hats 
and other things for men---hunting clothes, mackinaws 
and heavy ulsters---are here now, for the cold days to 
come. Brown & Co. have sent us: their finest materials 
and tailoring and we are ready to clothe you with a 
minimum of worry and at the lowest price consistent 
with good value. 


Very truly yours, 


[ 122 } 


MEN’S CLOTHING 


Good will 
letter. 


Mr to Ls Reynolds, 
Til ovein ob. 
Butta lo. N.Y. 


Dear Mr. Reynolds: 


Confidence is a big word with a big meaning. 
It is the Solid-Rock Foundation vpon which we stand. 


One of the things you like is to walk into 
a store and know you'll get what you want at the price 
you want to pay. And know that nobody else can buy it 
for any less. 


The history of this store is simply Sixteen 
Years of Plain Figures and Plsin Facts. 


Pacinos Nt = 1syOne. Priee, 
Higia nule No. 2 18 Plain Figures. 
Rigid Rule No. 3 is Honest Values. 


No mysterious markings on price tickets here; 
neither do we play favorites. Every customer is a 
favorite at this store. 


The simple reason we're doing the largest 
clothing and furnishing business in Buffalo is simply 
this: People know EVERY DOLLAR BUYS ITS LEVEL BEST AT 
BLANKS. 


This season we're quite happily fixed in suits 
and overcoats, designed out of Faultless fabrics that'll 
fete your stancy. 


Vou Must slip in endetry one on. elhis, isthe 
happy-to-show-you house, where you can LOOK at things 
without being OBLIGATED. 


Very truly yours, 


[ 123 ] 


BUILDING RETAIL BUSINESS BY LETTER 


A letter on Service 
entirely. 


Mee J. Bet beree, 
lid ‘Main st, 
Boston, Mass. 


Dear Mr. Berge: 


Everybody thinks of a store---any kind of a 
store---as a place where a merchant is trying to make 
money. 


The idea of a store run on the basis of prof- 
it to the customer is not common; in fact; it's) 50 
uncommon that when you read about it you either don't 
believe there can be such a store, or that it's "too 
good to be true". 


And yet there are such stores; where the mer- 
chant and the sales force want to serve, quite as much 
as to sell; where the service begins long before you 
come for it, in buying the goods; where quality of mer- 
chandise is carefully watched in your interests, that 
you will get what is best for your purpose; where the 
discovery has been made that giving real "service" means 
being as interested in what your customers receive from 
you as in the money you receive from them. 


Our way is not to "sell goods", but rather to 
help you "buy" from us the goods best adapted to your 
needs---which means a “profit to you in buying". 


There may be profit to both of us in your doing 
more business here - on this basis. 


LOUTS Ver yeuru Lye 


[124 ]- 


MEN’S CLOTHING 


Confidence—the main object 
of this letter. New arrwals 
in merchandise mentioned. 


Mew Gb. hk. snrchnard, 
Le, Mein. Sti 
Cleveland, Ohio. 


Dear Sir: 


We thoroughly appreciate every dollar's 
worth of business you've ever done here. And we 
hope you, too, are supremely satisfied. 


iiowe ve ever made an omission jin. dealing 
with you, 'twas an error of the Head and not of the 
Heart. Ina store the size of ours, mistakes may 
happen and if you should have something go wrong with 
any purchase you make here, I want to know about it 
so we can make it right. 


This business of ours has been built upon 
the rock-solid foundation of Confidence. We want 
your trade based on that Confidence, or not at all. 


No matter what the maker's name on any 
article you buy here, you have the ADDED GUARANTEE 
OF THIS STORE'S REPUTATION BEHIND IT! That means 
"Satisfaction or youlr money back". 


Handsome Spring Arrivals in Dependable 
Head-to-Heel Apparel are awaiting your inspection. 
We think it's the Finest Selection of Men's Garments 
ever shown here. 


Come in and visit to your heart's content; 
we never expect you to buy unless you're in the mood. 


Cordially yours, 


[125 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Clothing lower only in stores 
where advantage was taken of 
temporary drop in price. 


Mr. John Jones, 
LA Msi Se 
Boston, Mass. 


Dear Mr. Jones: 


What are the prevailing styles---you ask? What 
are the new materials? And where is the selection great- 
est and prices most consistent with quality? All these 
questions are answered at this store in a definite and sat- 
isfying way. 


Yes, Sir---clothing is lower in price than last 
year---but ONLY at stores where advantage was taken of the 
temporary drop in the market. For right now, wholesale 
prices have Lone up .eaeain: 


We placed our orders early---bought liberally--- 
bought well---so that now you can come to our big clothing 
floor and select from the best the market affords and at 
reasonable prices! 


Remember, there is no obligation to buy when you 
come. Won't you make it a point to call, soon? 


Very truly yours, 


[ 126 ] 


Friendship of highest 
importance with us. 


MEN’S CLOTHING 


Mr. James Hanford, 
Pee ine SG. ; 
Pittsburgh, Pa. 


Dear Mr. Hanford: 


To us, Mr. 


ie 


6. 


Hanford, FRIENDSHIP means: 


Your loyalty to us - and our desire 
to deserve it. 


. That personal hospitality and infor- 


mality which makes you want to come 
again. 


Honesty and Mutual Confidence. 


. Genuine pleasure and pride when 


you are pleased with us. 


. Gratitude when you tell us our Faults 


---and an attempt to rectify them be- 
fore you can tell us twice. 


Real APPRECIATION of your patronage. 


It's great to be living--IF you don't have to 

stop living to make a living. Business is more 
than dollars and cents with us. We'd quit to- 
morrow, if it weren't. It's FRIENDSHIP that makes 


it worth while. 


Very truly yours, 


[ 127 ] 


BUILDING RETAIL BUSINESS BY LETTER 


An argument on ‘‘Cost 
for Quality.’’ 


Wr. ©. Hines, 
352 Hastings Ave., 
Detroit, Mich. 


Dear Mr. Hines: 


They say it is always good business to anti- 
cipate a man's question before he asks it. Hence, we 
are going to tell you what a good suit from us will 
cost this Spring. It will cost the lowest price at 
which Quality can be bought. That is as low as we ever 
go and we don't think you ought to go any lower. 


Now, you can buy a suit for less than our 
lowest price. You can also live in a cheaper house--- 
smoke stogies instead of cigars and eat "oleo" instead 
of butter. There are lots of ways to save money---but 
you can't get QUALITY for a cent less than Quality is 
worth, any more than you can get a dollar for ninety 
cents. 


So there you have the answer to your question 
and with it our invitation to see our Spring Clothes-- 
priced from $25 to $75. 


The latch string is out---come in. 


Yours very truly, 


[ 128 ] 


MEN’S CLOTHING 


Unusual values because drop 
im price was anticipated. 


Mr. Frank Ames, 
Box 6, 
i Weargs SAN ges Gan 


Dear Mr. Ames: 


For good, durable WEAR---for the right 
STYLE and for VALUE that will remind you a 
little of the "good old days" before the War--- 


---come to BLANKS---this Spring. 


Last Fall we knew that prices were going 
to take a big drop. That's why we "'sold out", in 
a hurry, at a loss---so that we would have our 
shelves clear, ready to be filled with new goods, 
this Season, at the LOWER PRICES. 


And that's why you can get better clothes, 
right now, at the Blank Store, than you've had for 
years---for LESS money! Come in and see for your- 
self. 


Cordially yours, 


[129 ] 


BUILDING RETAIL BUSINESS BY LETTER 


A friendly letter expressing 
appreciation of patronage. 


Mr ey ed ot bo 
lil Main sb. , 
Cleveland, Ohio. 


Dear Mr. Smith: 


Every dollar's worth of business you ever 
do with us just puts us that much more under obliga- 
tion to you. We want you to know that we appreciate 
the confidence our customers show in RETURNING to us-- 
and it is our business policy to work---not for "sales" 
but for SATISFACTION. 


We're a big store, with an extensive depart- 
ment for men and a completely equipped boys' section 
on the second floor---but we RUN it on little inter- 
ests. That is, we consider each sale we make as 
though it were our only sale---and as if our entire 
reputation hung on it. 


And much of it DOES. If you say---after wear- 
ing one of our good, durable Winter Overcoats for a 
few of these cool Fall days--"This is the BEST coat 
I've ever worn"--and your friends say --"That's a fine- 
looking coat---where did you get it?"---Well---what 
happens to our reputation? 


We naturally go up in your estimation and 
that of your friends. We build permanent patronage--- 


and that's what we're after. 


Sincerely yours, 


[ 180 ] 


MEN’S CLOTHING 


Buy clothes on same basis 
you employ man, 1.é., for 
dependabiltty. 


Mr. A. G. Howard, 
LI] Mein St. ; 
Pittsburgh, Pa: 


Dear Mr. Howard: 


When you employ a man, you look for depend- 
ability---you know the work you want done---and you 
choose the man who can do it. 


It's good business to buy your clothes on the 
Same basis. 


For wearability and good performance, consult 
the Blank Clothiers---Agents for Good Clothes. Through 
us, you are assured of long and loyal service, reliable 
"stuff", refinement of style and worthy character. Choose 
your clothes as you would choose your man---for minimum 
risk and maximum reliability. 


Our Buying Code is---highest quality from the 
best makers---at the LOWEST CURRENT MARKET PRICE. 


Our selling Code is---Absolute Satisfaction--- 
if it takes a refund to do it! We know that our Spring 
Values are GOOD. We leave it for you to call them the 
BEST. 


Very truly yours, 


[ 131 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Right clothes necessary 
for business efficiency. 


Mr. M. A. Johnson, 
501 Broad st. 
Philadelphia, Pa. 


Dear Mr. Johnson: 


The latest coy wrinkle in modern ideas about 
Success is that a man's Clothes are a factor in his 
EFFICIENCY. 


We believe you'll agree with the majority of 
men that an alert, wide awake man, with Success in his 
veins, YOUTH in his brains, (and I know a man of eighty 
who still has that)--and Vigor and Vitality in every 
thought he thinks, wants to look the part. 


Dress in keeping with the spirit of the times. 
KEEP YOURSELF YOUTHFUL---that is, put some Herculean 
Hypnosis in your Appearance--let your Clothes suggest 
Vitality, Clean-cut Efficiency. It will bolster up your 
own Mettle and ward off that middle-aged disease, the 
SLUMP. Make your PERSONALITY produce for you. 


Is this a new idea to you? If you're interest- 
ed, and want some more Plain Clothes Truths, the people 


to see are Blank & Jones. 


Yours very truly, 


[ 132 ] 


MEN’S CLOTHING 


Business success aided by 
better business clothes. 


Mr. Jd... C. Jackson, 
671 West End Ave., 
New York City. 


Dear Mr. Jackson: 


You've probably found it true that the man 
whose appearance and manner show that he has achieve- 
ment back of him, is the man who GETS THE INTERVIEW. 
He's the man to whom YOU YOURSELF would grant a hear- 
ing first. It is just the Common Sense DUTY of the 
man of affairs to be well-dressed. 


That doesn't mean flashily, or conspicuously. 
Quite the reverse, in the average American's opinion. 
It isn't MONEY he wants his clothes to talk. It's 
DISCRIMINATION. Quality of material--appropriateness 
of color--quiet distinction of style--ease and perfec- 
tion of fit---these things automatically place a man 
in the class SUCCESSFUL, wherever he goes. 


It's just human nature to believe that the 
man who LOOKS successful must BE. It may not always 
be so, but it's just this trait in people that makes 
it "good business" to dress well. 


We would appreciate a visit on your part, 
to our store, to look over our selection of mate- 
rials, weaves, styles, patterns---conservative, well- 
tailored Quality Clothes, for business men. We hope 
it will be in the very near future. 


Very truly yours, 


[ 133 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Mailing style book which 
illustrates new styles 
recewed. 


Mr. Fletcher, 
PO Vis ee ee 


Dear Mr. Fletcher: 


, About the end of August, you will recall, I 
sent you a few personal lines in which I asked that 
you permit this store to serve you. 


Last Friday some very substantial shipments 
of new Fall Suits came in and this morning I received 
a few copies of the new Style Book. Thinking that you 
would like to have one I had my stenographer mail you 


@& copy. 


This book illustrates some very smart, sensible 
models of dependable Clothes. In them expert tailoring 
and neatly patterned all-wool materials are combined. For 
fit, wear, value, satisfaction and correct style we guar- 
antee them absolutely. 


If you can conveniently spare a few moments the 
next time you're passing, just step in. I want to show 
you patterns in your correct size that will appeal to your 
good taste and judgment when you see them. You will admit 
that the prices are as attractive as the clothes. 


Assuring you that your patronage will be highly 
appreciated, I am, with best wishes 


Very truly yours, 


[ 134 ] 


MEN’S CLOTHING 


Featuring better clothes 
and better styles. 


Mr. K. L. Ames, 
Hl Mein St., 
Pier elo.” N.Y. 


Dear Mr. Ames: 


Have you noticed how many more well-dressed men 
you see on the streets, this Fall, than in former years? 
And have you stopped to ask yourself, "Why"? 


We think we know the answer. At any rate, our 
Men's Clothing Department is doing a record business. 
We're just about doubling up on former years. And with 
more BLANK Suits and Topcoats on the street, it's easy to 
figure why more men than formerly look so smartly dressed. 


, If you want to see what's correct---what's new, 
[ smart and on the top-rung of style, see the Fall and Winter 
| models now on our Fourth Floor. You're going to get a 
\ pleasant surprise when you see the prices, too. They're 
\ ilower---much-lower---than last year's. You see, our judg- 
. ment was right. We bought when the market temporarily 
sagged and before the prices started upwards again. 


Where we saved, you save. That's the BLANK policy. 
There's an experienced salesman waiting to show you 
around. No obligation! Just feel free to come in whenever 


you please, to see what's new and up-to-date. 


Yours very truly, 


[ 185 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Letter on Service, designed 
to build good will. 


Mr. L. H. Henry, 
a Metin obese, 
Chicatonme ie, 


Dear Mr. Henry: 
Just a word about SERVICE. We believe in 
' Service. It's our creed. We're going to try and work 
it out more and more every day in our store --- something 


Like this, 


Display windows that are both interesting and 


artistic --- to greet you outside our store. The newest 
merchandise, displayed systematically for speedy service, 
to please the eye: when within --- and Prompt Attention. We 


believe our new equipment by the reduction of overhead 
expense will enable us to give even better values for your 
money, which ought to sell more for us. And this is all 
backed up with cheerful and courteous treatment. 


Respect for your taste and opinions. You know 
what you want. You know if it fits. 


Our clerks aren't paid to LOOK BUSY, nor are 
they paid by the number of sales they make. They are paid 
to look for YOUR SUIT until they find it --- or don't fing 
it, which isn't likely --- no matter how long it takes. And 
you need never feel obligated to buy. If we can't please 
you in every detail --- we don't expect you to --- and we 
don't want you to. 


This is YOUR STORE. Business is more than dollars 
and cents with us. 


Sincerely yours, 


[ 136 ] 


MEN’S CLOTHING 


We sell only clothes that please, 
because they’re the only kind 
will bring you back. 


Mr. W. W. Frankel, 
ii Main St. ; 
Binghamton, N. Y. 


Dear Mr. Frankel: 


Did you ever purchase a suit of clothes and 
after wearing it a day or two say to yourself: "That's 
the best suit I've ever bought"? 


That is exactly how we aim to have our custom- 
ers feel after each transaction. We want them satisfied--- 
so well satisfied that they will want to do all their 
trading here. 


We realize that if a man "takes pleasure" in 
wearing a suit, hat or pair of shoes bought at our stores, 
we have made a customer. We know, too, if a mother buys 
a suit for her boy, and everybody “admires it", it will 
be the means of making new friends. 


For seventeen years our policy, therefore, has 
been @ painstaking, earnest effort to "PLEASE"---please 
with QUALITY, PRICE, SERVICE. And, our working force has 
been trained accordingly. All see to it that the customer 
IS satisfied. 


We are showing a remarkable range of new weaves 
and some very good patterns in materials of reliable qual- 
ity. We know that these materials will appeal to you. 


Won't you come in and give us a frank opinion 
of our Fall selections? We believe you'll be impressed. 


Sincerely, 


[ 137 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Importance of fit in 
buying clothes. 


Mr. Kk. ONS Grosk, 
a ToMeare ver. 
Chicarore Lin 


Dear Mr. Froth: 


A young man came into our-store a few days ago, 
wearing a new suit. The cut was good. The cloth was 
costly. The workmanship was careful. But he wasn't 
pleased. He'd bought it out of town and he didn't like 
it. He didn't quite know just why. 


We told. himw Tt didn pete 


Unless clothes are properly fitted, by men who 
know their business, they won't look well regardless of 
their cost. 


Those who have dealt with us in the past, 
Mr. Froth, know that our men know enough of tailoring to 
insure your getting the proper effect. 


In fact, we can offer you the advantages of cus— 
tom tailoring without the bother of try-ons; and our 
prices today for finished suits would not have bought the 
cloth in them a few months back. 


Yours sincerely, 


[ 188 ] 


MEN’S CLOTHING 


Chatty letter—making mention 
of clothes handled. 


Mr. J. K Henderson, 
Peete til. OU. , 
wpreseo, Lil. 


Dear Mr. Henderson: 
Mark Twain used to say he liked to write, but 
Held rather walk. 


It is that way with us. We'd rather talk to 
you; but if you don't give us the chance we are going to 
keep on writing you. 


The reason is this: We know we have the stylish 
clothes you like, and when you know you can give someone 
what he wants you keep at it until you show him you have 
the goods. 


There are other reasons for coming here besides 
style; all-wool fabrics and fine tailoring are absolutely 
necessary; style won't stay stylish without them. 


You get everything here in BLANK and BLANK 
Clothes, besides the largest variety of Palm Beaches and 
Mohairs we have ever shown, including a guarantee of satis- 
faction with every garment. , 


Come in today or tomorrow and look. You don't 
have to buy clothing - all we want to do is to "just show" 
you. 


Very truly yours, 


[ 139 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Clothes of character, individuality 
and attractive style. 


Mr. M. C. Howe, 
5S Main sob. = 
Boston, Mass. 


Dear Mr. Howe: 


It is our business as conscientious clothiers 
to see that our patrons are kept looking prosperous---to 
help them gain every advantage from favorable first im- 
pressions---by keeping them well-dressed. 


And no time for this is so important as right 
now, at the close of vacation, when rested nerves and 
fresh enthusiasms inspire a readjustment of one's point 
of view and create new standards of value. 


Now is the time when one wants the conscious- 
ness that one's clothes denote character, interpret in- 
dividuality and lend distinction---qualities to be gained 
only where expert tailoring, irreproachable style and 
handsome suitings are supplemented by that salesmanship 
which finds personality in color and cut and provides 
perfect selection. 


Let us help you find the BLANK Suit which 
was "made for you". 


Very truly yours, 


[ 140 ] 


MEN’S CLOTHING 


Without quality no price 
is @ good price. 


Ueto). Jones, 
POLehOyst ou. 
New Orleans, La. 


Dear Mr. Jones: 
It's easy to fall down stairs. 


DON'T FALL TOO HARD FOR A PRICE THAT IS EASY 
PO PAY. 


The wholesale clothing market right now is 
lined up on both sides with mediocre clothing. We had 
a hundred opportunities to buy cheap Fall Suits, and 
turned them down. You are going to have the same-oppor- 
tunities presented to you, Mr. Jones, and since you are 
not in the business, the sweetness of these low prices 
may attract your buying gaze. 


But take our advice and don't fall. You'll 
‘get hurt if you do, and there's no accident insurance 
ona poor bargain. Buy a good suit, a true suit, a suit 
with a BLANK label and you'll be both independent and 
"in the pocket." And what we say about suits, is equally 
true about overcoats, shoes and hats. 


And, remember, that we are always pleased to 
show you. 


Lous Very sory. 


[ 141] 


BUILDING RETAIL BUSINESS BY LETTER 


Man’s worth often estimated 
by his personal appearance. 


Mr. John Smith, 
4435 Main St., 
Philadelphia, Pa. 


Dear Mr. Smith: 


In these days when business decisions are made 
promptly, a man's worth is often estimated by his person- 
al appearance. Briefly, a well-groomed look is essential 
to success. 


The vital question with most men today is where 
to buy good-looking, well-fitting clothes that will give 
long service --- at economy prices. 


A look over our wide range of Summer weight suits 
will convince you that they are immeasurably superior in 
value to anything you will find in town. They have the im- 
print of individuality --- they lift you out of the ruck --- 
earn for you the reputation of being well-dressed in the 
best sense among the people. 


We can, from our big stock, fit everybody perfect- 
ly --- young, old, slim, stout, short, tall --- and please 
the critical as well as the easily suited. 


Our suits and overcoats are built and tailored in 
the most approved late styles in worthy weaves. There's 
nothing to over-look in the clothing we sell. It's as 
faultless as expert tailors can make it. 


If you will reflect on the number of acquaintances 
you encounter in the course of one day, you will realize the 
immense advantage the smart man has over the "near-dressed" 
fel Low: 


This display of distinctive summer suits will make 
a strong appeal to your taste and good judgment. 


Very truly yours, 


[142] 


MEN’S CLOTHING 


Announcing arrival of 
Spring stocks. 


Mr. John O'Bryan, 
Reistertown Rd., 
Baltimore, Md. 


Pear oir: 


The Spring Clothes have just come in - and 
they are getting by our censor as the best lot of 
materials and styles we've seen since the days before 
the war. Enthusiasm is running high at BLANK'S this 
week - and the ONLY cloud over our satisfaction is 
that you haven't been in. 


Por tiewue Gb oft, Mr. O'Bryan, -Make* ita POINT 
to stop in, some day soon, and see these clean-cut, 
uncommon Clothes. 


And, mark you, the goodness of our garments 
isn't all Exterior - the interior finish, seams and 
linings are RIGHT. In other words, you can go behind 
the scenes and find the right stuff. 

Seriously, BLANK Clothes are far superior to 
ordinary ready-made and are as near perfect as expert 
tailoring can make them. 


When are you coming in? We're waiting. 


Yours very truly, 


[143] 


BUILDING RETAIL BUSINESS BY LETTER 


Absolute satisfaction basis 
on which clothes are sold. 


Mr. Jack Brown, 
549 5th Ave., 
Boston, Mass. 


Dear Sir: 


Satisfaction is what you buy in clothes. 
When you're satisfied you have everything you want: 
Good value, all-wool quality, smart style, fit and 
eareful tailoring. 


Wear BLANK clothes once, Mr. Brown, and 
they'll give you such satisfaction you'll never want 
any others. 


More young men ask for these guaranteed clothes 
than any others. Customers have preferred to wait for 


their particular size or pattern rather than wear some 
other make. 


You'll find us always ready to "just show" 
you these good clothes. Come in any time. We never 


expect you to buy unless you're in the mood. 


Very truly yours, 


[144] 


MEN’S CLOTHING 


A joyous Golden 
Rule letter. 


Mr. J. George, 
111 Main St, 
Medina, N. Y. 


Dear Mr. George: 


Funny what a Fatherly, Personal interest 
we're taking in what you wear, when you wear it and 
how much you pay for it! But we have to keep you 
looking prosperous, for your own good, as well as ours. 


AND---we know that life isn't just a Primrose 
Path, where you can pick the Gleeful Dollars off ever- 
bearing trees---not by a long shot. So, we can't 
have you paying TOO MUCH for things, or sacrificing 
Quality, as prices’ go up. 


We do business according to the Golden Rule, 
and help you SAVE money, as much as your trade helps 
us to make it. Real economy is the BEST, in quality, 
style, workmanship and fit, for your money. And that's 
just saying "BLANK Clothes" in a round-a-bout way. 


The. new Palm Beach and light-weight all-wool 
Summer Suits---soft-collared shirts---flannel trousers 
and etc.---are all waiting on our racks for your se- 
tection. Just) tike human beings, they are even better 
inside than out---and they are all ready for a full 
summer of Cool and Comfortable Service to somebody. 
And remember, that during this month you can purchase 
any of our high priced silk shirts at greatly reduced 
prices. 


Very truly yours, 


[145 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Features clothes handled, hats, 
shoes and other accessories. 


Mr. M. C. Jones, 
902 Broadway, 
Chica royale 


Dear Sir: 
We like to talk about BLANK Clothes. 


Every time we open our wardrobe cases and lift 
the suits out, we have the feeling that HERE is cloth- 
ing which is a delight to handle, a joy to examine. and 
a satisfaction to sell. 


We have every style and fabric in stock that 
you would like. Something that will just suit you. 


In our hat department, there are a number of 
new snappy styles in soft hats; also trim Derbys for the 
man who doesn't feel dressed up without one. 


Shirts ‘are here galore, with neckties that are 
really works of art. 


And our shoe departments for Men, Boys and 
Girls have been remodeled, and the stocks so enlarged, 
that we are able to take care of twice the number of cus- 
tomers. 


Come in and look our stocks over; the latch key 
is always out. 


Very truly yours, 


[ 146 ] 


MEN’S CLOTHING 


Style book being forwarded 
under separate cover. 


Mr. John Smith, 
Concord ot., 
Concord, Mass. 


Dear Mr. Smith: 

Day before yesterday we mailed you 
a copy of "The Fashion" a text book on Spring 
styles. We mailed it to you because we know that 
you are interested in good clothes. 

A Concord institution, we are here 
to serve you with the best clothing, fairly 


priced; expert fitting and intelligent service. 


Very truly yours, 


[ 147 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Announcing completion of 
improvements for convemence 
of patrons. 


Mr: RK... G.. Jones: 
2e4 Third St., 
Dayton, Ohio. 


Vesreolr 

We've told you in a previous letter, of the 
many improvements we have made for you in our Men's Store 
and of the real reasons why this store’ should be foremost 
in your mind when in need of anything to wear. 


Men who have learned the lesson of quality find 
in our-Men's Store the very definite answer to their 
clothing needs. For here you will find suits and over- 
coats for Fall and Winter of more than mere excellence of 
fabric and perfection of tailoring. Throughout our en- 
tire collection the thread of service - service that 
manifests itself not in ‘the surface display of the 
clothes, but in the enduring wear our clothes will give 
until the day they are discarded. 


Announcement of the Fall Season for Men and Young 
Men is also made, that new assortments of these excellent 
clothes are here ready to be chosen. And no matter in 
what style, color or pattern a man's preference finds 
expression, he may be sure that here his judgment is se- 
cure - that he has bought the very best clothes his money 
can buy, at no excessive prices. 
Our closing argument, is - "Satisfaction or your 
Money back"; we can't put it any plainer. You decide 
the satisfaction by test of wear; we decide by what you 
say whether or not you're satisfied. Our years of 
satisfactory service are your guarantee. 


Sincerely yours, 


[148 ] 


MEN’S CLOTHING 


Economy is not to be measured 
by price, but service clothes 
give. 


Mrs eo Ke Brown, 
Pit Magee ot -; 
Povcarae wl i. 


Dear Mr. Brown: 


You know that real economy is not in a 
"cheap" price, but in paying enough to get quality. 
It means that a suit of clothes for $40 often costs 
really less than $25. 


Here's the idea: A $40 BLANK suit at this 
store will outwear two ordinary $25 suits; you make 
$10. That's what we mean by economy and that's just 
the thing you are after. 


BLANK clothes are all-wool; they are honest- 
ly tailored; style is the best; they will wear a long 
time; the colors are fast and will not fade. Here are 
serges, hard finished worsteds at $35 and up. We'd like 
to have a chance to show them to you, together with the 
shirts, shoes, hats and other good merchandise. Every- 
thing we sell is guaranteed to give you satisfaction. 
"Satisfaction" means to us just what it does to you. If 
you aren't pleased, you get your money back. 


Come in any time you are in town; you don't 
need to buy a thing. Make this store your headquarters; 
use our phone, check bundles. You'll like the friendly 
spirit here. 


Yours. very truly, 


[149 ] 


BUILDING RETAIL BUSINESS BY LETTER 


General letter featuring 
Spring and Easter. 


Mr. Alfred Jordon, 
62 Fourth Ave., 
Philadelphia, Pa. 


Dear Sir: 

FOR GOOD CLOTHES--- 

You should take time, Mr. Jordon to visit our 
store THIS WEEK. We confidently believe you'll be 


impressed with the QUALITY clothes we are now showing. 


There are suits with a certain "touch and go" 
that will make a man feel as fit as he looks on Easter 


morning. "Friendly" garments, every one of them, because 
they'11 hold trade for us by pleasing the man who wears 
them. ' 


Right now, you will find also a complete line 
of shoes, hats and furnishings for men; boys' clothing 
and furnishings: girls’ clothing, millinery and choridrems 
shoes. 


Much care was exercised in the selection of these 
Spring goods. This is one of those stores always looking 
ahead---always planning to anticipate its customers' future 
needs and providing for them. 


It is not enough to have waited on a customer 
courteously, promptly and at fair price and stop there--- 
other days are coming. The goal on which appear the words 
"BLANK Quality" is our aim. 


Come in during the week. We'll be more than 
pleased to "just show" you anything in which you are inter- 
ested. 


Cordially yours, 


[ 150 ] 


MEN’S CLOTHING 


Purchases must be satisfactory 
because of ‘‘Money back’? 
policy. 


Mr. J. B. Henderson, 
it Mein St; 
New York City. 


Dear Mr. Henderson: 


You can't go wrong on any purchase you make here, 
because it is an inviolate rule with us to refund money 
cheerfully on any unsatisfactory purchase. 


From the time we opened our doors, we realized 
that to hold our customers and to keep adding to them we 
MUST give absolute satisfaction --- satisfaction both as to 
service and quality of our merchandise. 


To this policy we attribute our growth and host 
of friends. Men come to us season after season because 
they know we take a deep interest in pleasing them. 


Our clothes and all the other good things that 
men wear we buy only from makers of the highest standing. 
We stand back of every article we sell, and therefore, 
must know what the goods are before we offer them to you. 


Right now, with Thanksgiving just around the cor- 
ner, you must come in to see our excellent line of Overcoats 
and other Thanksgiving Day requirements --- handsome Shirts, 
Hosiery, Underwear, Gloves, Ties, etc. 


You're welcome. You'll find us always ready to 
"just show" you anything in which you are interested. 


Very truly yours, 


[ 151 ] 


BUILDING RETAIL BUSINESS BY LETTER 


A ‘Good Will’’ letter, with 
incidental mention of new 
prices. 


Mr. Frank Kingwell, 
ROME eee 
Mt... Vernon, .N.- X- 


Dear Sir: 


The letters that you have been getting from 
us are mostly for the purpose of getting you better 
acquainted with our store. 


We know that if we expect to live to a 
respectable, prosperous, ripe old age we've got 
to begin gathering in a few Real Friends---right now. 
We are trying every day to better our service. We 
are always glad to get suggestions and even criticism 
from you and all our friends. It means you're inter- 
ested. 


The particular thing we wanted to write you 
about today was buying a Suit or Overcoat and buying 
it NOW---you have heard a lot about the high prices--- 
they're still going up and will be higher still next 
Spring. We say, stock up. 


Our friends will take a tip, we're hoping, 
and lay in whatever they will need in the clothing line. 


Very truly yours, 


[ 152 ] 


MEN’S CLOTHING 


Advance purchase of large 
stocks make possible the 
present values. 


Meo reank H. Manu, 
ee) as come 
Meee bio. Nee hy 


Dear Mr. Mann: 


Once upon a time, as the Fairy Tales 
usually start, everybody could sell at about the 
same price -- not so today. No siree. 


Today the man that had a weak heart six 
months ago is not in the race of competition. You 
can't let the risk of buying scare you. We didn't. 
We took the bull right by the horns months ago and 
BOUGHT -- so today we can supply you with many 
things at prices lower than today's market price. 


After all, what is the use of writing too 
much about prices in a letter; come in and let your 
eyes see. 

The reason we always remind you that BLANK 
and BLANK make our clothes, is because we know that 
they are the best. 


Very truly yours, 


[ 153 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Easter letter announcing 
arrival new stocks. 


Mr. J. Johnson, 
$55 Dixth Aver, 
Albany, Niov. 


Dear Mr. Johnson: 


Here we are again. Sort of habit that 
we write so often. 


Did you ever think what a help it would 
be if you'd just tell the other fellow when you 
think a good thing about our store? I1t might help 
him some, too. Pass the good word along, if you're 
with us. Thanks. 


Easter is just around the corner, and we 


suppose that you'll want some new "fittings". ~The 
Spring Shirts, Ties, Socks, etc. , are camime an eyer, 
day . 


Spring Suits from the three best makers are 
also arriving daily. "They're beauties. sud 76. 1rou 
grade we can buy. It will be a real pleasure to just 
show you a few of the new models. When are you coming 
in? 


Cordially wours, 


[ 154 ] 


MEN’S CLOTHING 


A letter of friendship 
and appreciation. 


Mr. L. K. Jones, 
iw Maines... 
Wilkes-Barre, Pa. 


Dear Mr. Jones: 


Good morning, Mr. Jones. You know I have been 
writing you letters every once in awhile about this store 
of Ours. 


Pretty good store, of course, but we want.our 
friends just to keep it in mind while we are pushing 
forward every day. 


For what good is a store without friends? So 
we think, and work, and buy, and then we say "let's write 
Our triends 4 letter and see what it will do." 


We would like to be able to go out and see 
everybody personally, and talk to everyone who comes in 
the store. That is, of course, impossible; a letter will 
have to do. But if it brings your trade - you may be sure 
we'll appreciate it just the same---no trade comes to 
Blank without our appreciation. 


There is going to be a saving for you if you buy 
this month. We would suggest that you watch our ads in 
the daily papers. 


Very truly yours, 


[ 155 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Vacation Goods 
Series, No. 1. 


Mra wk oleae 
111 Park Street, 
Lthneca eer. 


Dear Mr. Blank: 


He came into the store this morning and his eyes 
were heavy, with purplish circles beneath. 


"Great Scott, Man, what's the matter?" 
"Working too-hard---too much business worry." 


"Well, why not take a vacation? How long has it 
been since you've heard the whirring of the reel as you fought 
with a finny fellow? How much have you missed a morning dive 
into tingling waters? Or when did you hike into high hills 
and browse in comfy loafings in wild woods where, the birds 
sweetly forgave your missing their melody so long, and droning 
bees lulled one to sleep amid lush....... a 


"Hold on there. Cut it short. No need of spouting 
poetry. I've got the fever right now, but where am I to get 
togs?" 


"WHERE? Why right here, of course, 1 can, fiz 
you up with sturdy stuff of all kinds from riding-hiking 
breeches, built for rough usage, up to fancy frilly Hendan 
shirts in colors that rival our sunsets and that'll dazzle the 
dames on the flauntiest of our shores. I can fit you in a one- 
piece bathing bit that'll make your swimming a joy, or with 
golf-toggery that'll help you win your games, or flannels that'll 
defy rain's penetrations or sun's rays. Where d'you want to go? 
Mountains, beach, ranch, hunting, fishing, sporting---what? 
Just say the word and I'll get your outfit ready while we're 
talking and help you plan a real vacation." 


He's on his way---but the thought comes to mind that 
perhaps I might render YOU a similar service. Why not let me 
make that NECESSARY vacation a thing of real comfort, real joy, 
long to linger in memory? May we not talk it over? Pick up 
your phone and call Maine. ].. and then come in later and see 
the stuff I've laid out for just YOUR kind of a vacation. It'll 
be a pleasure to help. 


Yours, for Summer joys, 


[ 156 ] 


MEN’S CLOTHING 


Vacation Goods 
Series, No. 2. 


bee BS Kk. Blank, 
111 Park Street, 
tineace, Na 


Good Morning, Mr. Blank:- 


Nix---NOT---N A Y! Don't squint at the ther- 
mometer, for the more you watch it the fierier grows your 
feelings against the rising heat. 


Here's the cooling,- soothing suggestion: THINK 
OF YOUR COMING VACATION AND PLAN ITS GREATER JOYS! 


Is it to be at the seashore where Naiad Nymphs 
lave their cool curves in cooler waters? Or in high hills 
that lift their heads to cooling clouds? Or in the depths 
of dark woods where shadows flirt and flit with vagrant sun- 
beams? Or where finny fellows lurk beneath flurried foam? 
Or in a resort hotel where mirth and music and melody relieve 
one of work worries and business troubles? 


No matter where you go, let me help you to make 
that vacation a real recreation bringer and we can do that 
best by fitting up your bags with those vacation togs that'11 
create comfort, appeal to your taste and never bring a yell 
from your pocketbook. 


pelect the place and let me help you select the 
wearing apparel that will leave a warm spot in your heart 
for the store that is looking after YOUR interests---and 
that store is 


Yours for a better vacation, 


[ 157 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Vacation Goods 
Series, No. 3. 


Mr he Eelam, 
111 Park Street, 
Ltneace. Ne 


Dear’ Mr Blank: 


How do you feel about this "drive" business? 
Being worked to death, don't you think? Every time I 
open my mail 1t 1s a “Bee for This Drive! or ane sppess 
for That Cause"! while whenever a strange caller buzzes at 
my side, I know it is another "Come Thru for The Drive’. 


Here's the jolliest secret for beating ‘em! In 
the press of all these "drives" why not take a real "drive" 
for yourself---for health and happiness in the shape of a 
genuine vacation? 


It don't matter where you're going to spend it; 
whether in the sound of ocean's roar or in the whistles of 
the wind thru tall trees; whether in the lullaby of a bab- 
bling brook or in the shade cf great mountains, a real vaca- 
tion means Re-creating your vital strength, your mental ca- 
pacity, new vigor, new life, a new YOURSELF! 


But, to make that vacation more enjoyable, more 
humanly beneficial, you'll need ONE THING and that one thing 
I'll help to make un---your outfit of vacation toggery. 


Yep, if you'll study the map instead of the mer- 
cury---if you'll muddle around time tables and resort dope and 
drop in here for half an hour, I'll do my darnest to 11x owe. 
for that very kind of a vacation you've decided to take, no 
matter where you plan to spend it. Frankly, it'll be a real 
pleasure to help you get more out of life in a vacation of 
real joy. Ring iphone Mains. and tell me where you're 
roins and let me make up a selection for you. 


Here's all good wishes for that "Happiness Drive’. 


Sincerely, 


[ 158 ] 


MEN’S CLOTHING 


Vacation Goods Series, No. 4. 
See ‘‘Collections’’ Section, pages 
543-544, for explanation of the 
string idea. 


2 


Moe tH; KK. Blank, 
Pit Park Street, 
ithaca, N.Y. 


Good Morning, Mr. Blank: 


Man, man, if you had a two-pounder fighting on 
the end of a line like this---if you stood knee deep in 
a foam flecked mountain stream with the shade of an aspen 
Over your shoulder and (sh-whisper this) there was a 
bottle cooling in the spring ready for your victory ----- 


Or, if you were trolling from the stern of a 
skiff, with Jimmy-pipe sending smoke incense curling up 
your nostrils and something made the reel whir into a 
sizzling whizzes and you almost kicked over the basket of 


' "bait" in your eagerness to gaff the scaly beauty---wouldn't 


it be a "grand and glorious feeling" as the cartoons say? 


Well, why not make it a reality? Let me help 
you plan and prepare for a real vacation, no matter whether 
you take it at the seaside or in the high hills, whether 
you want it camping from the car or roughing it at some 
ranch, or wearing fancy frills at some big hotel. I may not 
be able to help you with "bottle and bait" but---I can sure- 
ly supply you with togs that will make your vacation a dozen 
times more pleasurable, which means greater profit to both of 
as” 


Yes, the whole range of stuff---shimmery silk 
shirts that'll widen the eyes of the "peaches on the beaches", 
or rough flannels that shed rain and fool shining sun---one 
piece bathing stuff and riding-hiking breeches that give cool- 
ing comfort for your sport---all kinds of netherwear, for all 
conditions and all of the rest of the togs that man needs and 
woman loves when worn by a real HE-MAN. If you'll let me help 
you, perhaps you too will rejoice in the resultful vacation 
and reward me with a picture postcard showing its jolly "Oh man, 
ain't it a grand and glorious feeling!" 


Right cheerily, 
{ 159 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Vacation Goods 
Series, No. 5. 


Nr He pierce 
111 Park Street, 
Ithaca e Nae 


Dear Urs blank: 


Do you know what THIS day is? Just glance 
at your calendar and see how time flies and then real- 
ize that this is the best day for one important deci-— 
Sion: WHERE SHALL I SPEND MY VACATION? 


When Bruin hibernates, when trees: drop their 
leaves, it is but evidence that Nature demands and TAKES 
a rest---a health and strength insuring vacation. All 
too often, we complacent "wiser creatures" refuse to take 
lessons from Mother Nature and work ourselves into a 
strength-sapping illness or an earlier grave. It isa 
genuine God-given Blessing, this vacation time, and I won- 
der if I may not sincerely contribute to the pleasure and 
happiness you aim to get from your vacation. 


May I assist in the plans and preparations? 


It will give me a degree of pleasure to aid in 
fixing up your bags with those clothes best suited to the 
country you may visit and the nature of the recreations in 
which you may indulge. Whether it be shimmering silken 
shirts, or rough outing flannels; whether it be riding- 
hiking-tennis-golfing-bathing-yachting-driving-dancing-fish- 
ing’ or other of the delights that add to one's joys, our 
stock is yours to command. While we may not have exactly all 
that is needed, our phone will get it for you at a minimum of 
bother to you but with a maximum of pleasure in the results. 
Just decide where and when and then call Main .... and talk 
over other aspects - there being no obligation involved. 


Here's all good wishes, and when you come back, my 
reward will be ample if you drop in and say "Thanks for the 


suggestions---my vacation was bully, was real HE-creation." 


Sincerely, 


[ 160 ] 


MEN’S CLOTHING 


Unique style, one of 
series. Letter No. 1. 


ii eli. noe Weck, 
eleeMe Te bk 
Baltimore, Md. 


Dear Mr. Deck: 


This is the time for--- 
Good Dressers to think of 
Good Clothes. 


Or stating it briefly--- 
---a good time for you to think of--- 
---The BLANK CLOTHES SHOP---and the--- 
---interesting new things it has--- 
---to show you. 


Spring Suits and Top Coats of the best 
materials, with no flaws in the making 
or faults in the Style. Come and see 
them, Mr. Deck - they are sure to please 
you. 


Very truly yours, 


[161] 


BUILDING RETAIL BUSINESS BY LETTER 


Unique style, one of 


semes. 


Letter No. 2. 


Mr. 3. Deck- 
Lit Meinvss., 
Binehenton see: 


Dear Mr. Deck: 


Again--- 
---let us remind you. 


When your mind dwells on 
clothes or furnishings--- 
---think of Blanks. 


How about Hats---Soft Hats, 

and caps of all shapes, 

and sizes---Crowns of Character? 
see us, Mr. Deck, about your Spring 
Head-wear. We'll know. 


May we expect you soon, this week? 


Very truly yours, 


[ 162 ] 


MEN’S CLOTHING 


Umque style, one of 
series. Letter No. 3. 


Mirtle. oe DECK, 
Pit iaine st. . 
Binghamton, N. Y. 


Dear Mr. Deck: 


They say the third time 
is the Charm! 


This is our third invi- 
tation. 

The Store for Good Dressers--- 
---is waiting for you. 


This is the store, Mr. Deck. You can 
easily prove it. 


Put up a GOOD SHIRT FRONT to the World 
endsvyou° i ifand it friendly. We know.. 
because we sell them..the GOOD ones. 
Make us prove that, too. 


Very truly yours, 


[ 163 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Unique style, one of 
series. Letter No. 4. 


Mr Doo. swveck. 
LipeMsin Spies 
Binghamton, N. Y. 


Dear Mr. Deck: 


KHaster is just five days 
off! Are you prepared? 


Kaster and Good Clothes go hand in 
hand. It's tradition, Mr. Deck. 


In the spirit of the time, this store 
meets you half way---and more---with 
Special Easter Offerings. 

You'll find our haberdashery and Clothes 
"TRUE BLUE" all through---and our Prices 
---RIGHTHOUS. The Altar of our Business 
is CONSCIENCE. 


Accept our Season's Greetings--- 


Very truly yours, 


[ 164 ] 


MEN’S CLOTHING 


Unique style, one of 
series. Letter No. 5. 


Miele. DECK, 
1 CS Bak eaies 
Binghamton, N. Y. 


Dear Mr. Deck: 
April Twenty-third! 
The season is waning--- 
but we still have a large 
assortment of Good Clothes, 
made by BLANK 
and other Master Craftsmen. 
Suits with a certain "Touch and Go" 
that will make a man FEEL as fit as 
he looks. 


Can you resist, Mr. Deck? 


Very truly yours, 


[ 165 ] 


BUILDING RETAIL BUSINESS BY LETTER 


A series to women about Christmas 
gifts at a ‘‘Man’s Store.’’ Letter 
No. 1. 


Mrs. Blanche Rafferty, 
22 Bank Street, 
Trenton, N. J. 


Dear Mrs. Rafferty: 


Only 18 more shopping days, before Christ- 
mas! So look over your list today, Mrs. Rafferty. 
Check off Dad's name, and the boys, and your brother. 
There's an easy way to settle them. Just this --- buy 
your gifts for MEN in a man's store. That's where 
they would go themselves. 


We are making it a point to adapt our Serv- 
ice to women during this Christmas Season. You'll 
find our clerks taking a personal interest in your se- 
lection --- whether it is a small, impersonal gift or 
the big Present for one of the family. 


Cordially yours, 


[ 166 ] 


MEN’S CLOTHING 


A series to women about Christmas 
gifts at a ‘‘Man’s Store.’’ Letter 
No. 2. 


Mrs. Helena Hulskamp, 
BOx 
iren ton, No J. 


Dear Mrs. Hulskamp: 


Do you realize---only 15 more days to 
SHOP? Have you thought of the Blank & Blank store 
for your gifts for Men? 


We have everything a man wears. How 
about a smoking jacket---a silk shirt or a pair 
of comfortable gloves for motoring---a silk muff- 
ler---even a suit of clothes (here's your chance 
to pick it out yourself)---or a genuine leather 
travelling bag? 


Come in and make yourself at home. You'll 
Provabiyerind,s lot ofeyour friends here. It’s YOUR 
SDOURM a tOl 5 days. 


Expectantly yours, 


[ 167 ] 


BUILDING RETAIL BUSINESS BY LETTER 


A series to women about Christmas 
gifts at a ‘‘Man’s Store.’’ Letter 
No. 3. 


Mrs. R. Hayes, 
VS55uBrvCe oO Gls 
Trenvom, Naw. 


Dear Madam: 


TIME FLIES! 10 more days! You can count 
them on your fingers. Just a friendly tip --- it is 
WISE to do your Christmas shopping early, while selec- 
tions are at their best. 


Women certainly have an eye for Good Color 
schemes. Sets, made up of a shirt, a tie and a pair 
of socks, are walking out every day, hand in hand, one 
after the other --- the best looking triplets you ever 
saw. That seems to be a populser gift. Lucky men! 


Remember --- we are at your especial service, 
for 10 more days --- until CHRISTMAS. 


Sincerely yours, 


[ 168 ] 


MEN’S CLOTHING 


A series to women about Christmas 
gifts at a ‘‘Man’s Store.’’ Letter 
No. 4. 


Mrs. Ralph Welcher, 
there whee pouriee 
Trenton, N. J. 


Dear Mrs. Welcher: 


NINE MORE DAYS OF GRACE! Time waits for 
no man, nor his wife! : 


If it is a man's gift that is perplexing 
you, drop in at Blank's where men of taste buy their 
own things. Perhaps we can help you. 


You will find many gift suggestions for 
man or boy. We have everything that men wear, from 
the sturdy, substantial necessities, to the desirable 
extras that emphasize "Well-groomed". Our latch is 
open until late at night now, for CHRISTMAS is near. 


Yours very truly, 


[ 169 ] 


BUILDING RETAIL BUSINESS BY LETTER 


A series to women about Christmas 
gifts at a ‘‘Man’s Store.’’ Letter 


No. 5. 


Mrs. Josephine Pettit, 
17 7th Aves, 
Trenton; WM. -s- 


Dear Mrs. Pettit: 


You have just FIVE MORE DAYS for your Christmas 
shopping! We are all ready for the last big Rush---extra 
clerks---fresh stocks---everything on display for sug- 
gestions. 


You can shop here in @ quiet way---no one hurry- 
ing you into getting something you don't want. It won't 
take any time at all to pick up the last few things you 
want, in our shop. The USEFUL GIFT with our guarantee of 
good quality, will please any man on earth. You can find 
the things men like in a Man's Shop, best. That's obvious. 


We will be looking for you. 


Respectfully yours, 


[170] 


MEN’S CLOTHING 


A series to women about Christmas 
gifts at a ‘‘Man’s Store.’’ Letter 
No. 6. 


Mrs. Charles Leichner, 
1816 Broadway, 
Tremvon,, Ms. -J.. 


Dear Mrs. Leichner: 
Just TWO MORE DAYS UNTIL CHRISTMAS! 


Are you ready? Is CHRISTMAS going to be 
the same old merry game of surprises and laughing 
"Thank you's", at your house, this year? For every 
member of the family? 


Don't neglect Dad and the big Brother. 
they're kinda quiet about it, but they're just as 
pleased over a thoughtful gift from you as the young- 
sters- are. That's a man's way. If you decide to add 
some little gifts to the Big one -- come in. Our doors 
are open to you until the last minute. 


We wish you a very merry CHRISTMAS! 


Sincerely yours, 


[171] 


A Christmas 
letter, 


BUILDING RETAIL BUSINESS BY LETTER 


Mr. L. M. Anderson, 
L502 bpri ners ues 
Roanoke, Va. 


Dear Mr. Anderson: 


‘Round about Christmas time, we're all tak- 
ing a look backward and a look ahead---and this 
year, Mr. Anderson, the look ahead puts one more 
bell on the merry little Christmas Spirit. For we 
can see that better times are coming! 


It is my wish for you that you will have 
avery happy holiday with your family and friends, 
at this time---and that your prospects for the New 
Year will be the brightest. 


When CHRISTMAS DAY comes around, we make 
a point of forgetting cares and responsibilities 
of business---and getting down to thoughts about 
the things that really count---friendship, ideals, 
service, loyalty, honesty---the things that you and 
I are both working for, in our respective ways. 


That is why I am prompted to send you my 
personal good wishes for a Season of Good Cheer--- 
and a year more full of progress and inspiration 
than the last! 


pincerely yours, 


[172] 


MEN’S CLOTHING 


Christmas letter urging 
early shopping. 


Mr. ©. A. Spear, 
821 Springfield Ave., 
Newark, N. J. 


Dear ewr. spear: 


At the last minute, on Christmas Eve, when 
the better goods are gone and the shops are crowded and 
the clerks are tired and hurried, many people say to 
themselves, “NEXT year I'll surely do my shopping early." 
But---it's easy to forget that resolution. 


Forehanded buyers are already taking ad- 
vantage of our wide selections. Our stock of worth-while 
Sifts for men is at its best right now---sensible, serv- 
1eeanle things that will bring the piver to mind week 
after week and month after month. Come and see them! 


there are very iew ways in which-1it. is as 
EASY to judge a man's taste, as in the matter of clothes. 
He goes around every day showing just what he likes and 
wants. It's simple enough to select for him if you just 
notice what he wears. 


Futhermore, we are pretty widely acquainted 
with the tastes of the men of this region, and if 
you'll tell us for whom you are buying we can often ad- 
vise. 


We're glad to help in any way! 


Very truly yours: 


[173 ] 


BUILDING RETAIL BUSINESS BY LETTER 


A letter mailed from New York 
about stocks purchased there. 


Mr. Pomeroy Lang, 
42 Market St., 
Rochester, N. Y. 


Dear Mr. Lang: 


Before you purchase that Fall suit, stop in 
at the store and let us "just show" you the gar- 
ments that I selected here at the market. 


The past two weeks I spent here in New York, as 
well as Chicago and Rochester, looking over the lines of 
the foremost clothing makers. All previous productions 
in the way of materials, styles and values are surpassed 
this year. 


Although there has been a. considerable shortage 
of goods this season, I have been very successful in obtain- 
ing a most complete line. I look for many of these 
purchases to be on display at the store within the next two 
weeks. 


Owing to our increasing volume of business and our 
improved system of operation, we are going to have the 


prices down. 


Stop in before you buy that Fall Suit and give ours 
the "once over". 


Sincerely yours, 


[ 174 ] 


MEN’S CLOTHING 


Location plus 
price values. 


Mr. Jack Ross, 
Cincinnati, Ohio 


jMeye™ geae ys saa 


Hither way you go--up and down Main Street, you'll 
find BLANK STORES, on two convenient corners. You can't 
miss us. 


And you won't want to. There you'll find the best 
styles and the best values in town--"Standardized Values" 
that “stand” at a uniformly low price from the beginning of 
the season to the end. If you buy you can depend on it that 
the price you pay is "cut to the bone" NOW--so close, in 
fact as to permit of no price manipulation later in the sea- 
son, still at a profit! 


Confidentially, our volume of business this year, 
in two stores, will exceed $1,500,000.00--strictly in Men's 
Wear! No city in this country with twice population, can 
produce a Men's Store doing so large a business. We sell 
this volume because STANDARDIZED VALUES are simply RIGHT 
VALUES. 


Come in---and make us prove this. 


Very truly yours, 


[175 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Explaining why no-cut price 
sales are ever held. 


Mr. Herbert Flax, 
987 Longwood Ave., 
New Haven, Conn. 


Dear Mr. Flax: 


This letter is to extend to you the season's Greetings 
and incidentally to ask if you have ever wondered why we do not 
have cut price sales. 


So many of our friends have asked this same question, we 
thought you too might be interested. 


The merchandise that we handle is of the most desirable 
quality, the kind that moves readily. The result is that at the 
end of the season we never have a stock of undesirable "left- 
overs" to "pawn" off on the public by using so-called price slash- 
ing tactics as an inducement to buy. 


It has always been our aim to earn and deserve the bus- 
iness of our many friends by carrying only the most dependable 
clothing, furnishings and hats; by giving 100% value fifty-two 
weeks out of the year instead of padding prices so as to be able to 
slash them at the end of a season. 


To make our little story short, the merchandise that is 
offered at cut prices has been picked over and passed on by the 
public the past season or longer, and must be undesirable or would 
have been sold without any special inducement. 


Knowing that you do not want that kind of merchandise, 
we will adhere strictly to our present policy. 


Again wishing you a very Happy and Prosperous New Year, 
we are, 


Yours very truly, 


[ 176 ] 


MEN’S CLOTHING 


Holiday greetings with announcement 
of Annual January Sales. 


Mow wack Corn, 
445 Hoe Ave., 
Cedar Rapids, Iowa. 


Dear Mr. Corn: 


As we extend to you our best wishes for a most 
Happy and Prosperous New Year, we feel it our duty to ac- 
quaint you with the coming feature events of the Blank 
Stores---our Annual January Sales. 


January is "house-cleaning"” time in these two 
stores. Regardless of abnormal conditions and soaring 
prices, we are following our usual custom at this time of 
the year in greatly reducing the prices on our stocks of 
men's and boys' clothing and furnishings, that a quick 
clearance of winter merchandise may be achieved. 


You know the character of these events from past 
experience, I am sure. You'll do well to take advantage 
of these sales. They represent the best chance of the 
season to save money on your clothing needs, with every un- 
certainty as to style, quality and service eliminated. 


Our January Sales begin in both stores on Jan. 3rd. 
Just bear this date in mind---it means clothing money saved. 


Very truly yours, 


[177] 


BUILDING RETAIL BUSINESS BY LETTER 


Semi-Annual Refund 
Sale. 


Mr. Jack Spirsa, 
445 Grand St.; 
Davenport, Iowa. 


Dear Mr. Spiro: 


Next Thursday, Feb. 7, newspapers will flash the 
news of the most Sensational Clothing Event of the Season-- 
our BIG SEMI-ANNUAL REFUND SALE. - 


Always noted for its remarkable values, the GRAND 
CLIMAX is reached this season because of exceptional con- 
ditions. This is without exaggeration, the opportunity of 
a life-time to buy clothing. 


. For your convenience and other valued patrons, we 
have set aside three days, Feb. 4th to 7th prior to this 
public announcement, to permit you to make your selection 
Was BE eet 


Contrary to general belief, PRICES will be HIGHER 
than ever this Fall. It is still utterly impossible to 
produce QUALITY clothes at lower prices. As makers of fine 
clothing we KNOW, and TIME alone may correct this unfortun- 
ate condition. 


Do not fail to take advantage of this three days 
SPECTAL PRIVILEGE, allowed you as an old customer. The fact 
that Blank VALUES were BETTER VALUES, in the first place, 
should convince you of the importance of this sale. 


The dates are Feb. 4th to 7th. DON'T FORGET. 


Cordially yours; 


ies 


MEN’S CLOTHING 


A Clearance Sale affording 
a 20% saving. 


Mes LOMmevi rks. 
154 West 156th St., 
New York City. 


Dear Mr. Dirks: 


We appreciate your interest in and your knowledge 
of good clothes. We know that your judgment in the matter 
of color, pattern and quality of material is practical. 


For these reasons, and the fact that our clothing 
values are unmatched, we want to call your attention to our 
pre-inventory January Clearance Sale which commences next 
Tuesday. 


During the next two weeks, no matter what article 
you buy here, there will be at a discount of 20% off of the 
regular price. 


This January Clearance Sale, just before taking in- 
ventory, is an annual event with us and this year is no ex- 
ception to the rule. As usual, the values are wonderful. 

You owe it to yourself to come in and inspect our 
display. We owe it to you to extend our courteous service 


when you come. 


Very cordially yours, 


[ 179 ] 


BUILDING RETAIL BUSINESS BY LETTER 


The Annual Mid-Summer Sale 
which thousands of men look 


for. 


Mr. Wm. Albee, 
py oOs Ne Llano ooee 
Indianapolis, Ind. 


Dear Mr. Albee: 


This letter is to notify you, of our Annual Mid- 
summer Sale of furnishings. 


Hundreds, yes thousands of men take advantage of 
this money-saving event each year. 


With a reduction off of our USUAL money-saving 
prices, it makes this sale the best in the city. 


We pride ourselves on offering not only Real 
Values, but Larger Assortments in all sale goods. You will 
never find us putting "Baits" in our show windows and try- 
ing to sell you inferior goods inside. 


An early call will be to your advantage. 


Sincerely yours, 


[ 180 ] 


MEN’S CLOTHING 


One Thousand Suit and Overcoat 
Sale. Additional 5% refund if the 
thousand are sold. 


Mr. Chas. Banks, 
24 Howard Ave., 
Camden, N. Jd. 


Dear Mr. Banks: 


Our Ninth Semi-Annual One Thousand Suit and 
Overcoat Campaign DOES turn loose with all its fury 
tomorrow (Jan. 5) as you will see by the papers. 


It's a real, rare chance for you, to get 
quality and style in clothes and the other things that 
men wear at a BIG REDUCTION FROM THE REGULAR PRICES. 


You know the Blank's merchandise and methods. 
We have always respected the confidence of Camden folks. 
S90 this sale is a REAL SALE OF REGULAR GOODS. 


; And furthermore, if we succeed in selling one 
thousand suits and overcoats during the term of this sale, 
each individual will receive a refund,.of 5% of the amount 
he spent for clothing. Hach purchaser receives a Certif- 
icate at the time of his purchase. 


Make it a point to stop in very soon so that 
you may have a wide selection to choose from, and partic- 


ipate in a great sale with big savings. 


Very truly yours, 


[181] 


BUILDING RETAIL BUSINESS BY LETTER 


Announcing January 
sale. 


Mr. Wm. Brockman, 
oLO- Duncan Gans 
JOA eG, lel: 


Dear Mr. Brockman: 


We wrote you last week, informing you of the 
opening of the January Sales of the Blank's Store s. 
You've undoubtedly heard a great deal about their mag- 
nitude the last few days. This favorable comment was 
due to our exceptional value giving. 


These January Sales are now in full swing, and 
if you have not already profited by their olterii2s yn. 
assure you it will be to your advantage to attend them 
and pick s»your sharesor thee plumeae 


We do no "padding up" for these sales - no 
cheap, merchandise injeeted into our stock for sales pur= 
poses only. The same honest, Blank stocks - honest 
reductions - honest, dependable values. 


We'll appreciate the opportunity of having you 
drop in at either of our stores and allowing us to show 


you. 


Very trolly yours, 


[ 182 ] 


MEN’S CLOTHING 


Announcing an unexpected 
sale because of recent fire. 


Mr. Eugene Anderson, 
46 Main St., 
Bridgeport, Conn. 


Pear. bir: 


This is not the letter which I had intended 
sending you this month. But, a fire on New Year's day 
UPSET everything---INCLUDING PRICES---and, to such an 
extent, that immense crowds from surrounding com- 
munities are flocking in to take advantage of the LOW 
PRICES. 


We need scarcely mention that ours is a store 
of "Quality". Only the best of everything enters here, and 
when I say to you, Mr. Anderson, that NOW is an opportune 
time to come in and stock up on your probable needs in the 
months to come, I do so because I KNOW you'll appreciate 
the unheard-of values. 


Nousll be able to purchase clothing and other 
wearing apparel at a saving of about 35%. So come in 
soon. You'll find it MORE than worth while. 

Naturally, the best selections are first to go. 
I cannot, therefore, urge you too strongly to stop in the 


first moment. 


Very cordially yours, 


[ 183 ] 





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BOOTS AND SHOES 


[185] 





mA 


BUILDING RETAIL BUSINESS BY LETTER 


Shoe service by men who know 
the business like Scientists. 


Mr. Nat. Clarke, 
2464 Madison St., 
Washington D. C. 


Dear Mr. Clarke: 


Did you ever sit in a shoe store and SUFFER, 
while an argumentative salesman tried to fit your foot 
to a shoe, rather than a shoe to your foot? 


We have a staff of trained, expert salesmen, 
who know the shoe business like SCIENTISTS. We know 
that the FIT of a shoe is more important than in any 
other article of wearing apparel. A man's whole weight 
is there---and an ill-fitting shoe has a dragging, de- 
pressing effect on a man's health, energy and disposition. 


The task of a shoe salesman is not a matter 
of diplomacy. It is a matter of COMMON SENSE and KNOW- 
LEDGE of the human foot. 


We accept no salesman who does not qualify in 
three particulars---years of experience, scientific train- 
ing, and a real desire to SERVE as it is our store's polic, 
to serve---giving PERFECT SATISFACTION. 


You are cordially welcome to come in any time. 
We want you to get an idea of how we do business. 


Very truly yours, 


[ 186 ] 


BOOTS AND SHOES 


Buy quality and you'll get 
more value in the end. 


Mr. Fred McCarthy, 
987 Boston Road, 
Pelham, N. Y. 


Dear Mr. McCarthy: 


When shoes are as high-priced, and materials as un- 
reliable as they have been since the war, you can't be too 
careful in your selection. Nothing is cheap now---and it is 
safer to have your eye on QUALITY FIRST---in the end you'll 
get more for your money. 


We have been trying to solve this question by being 
careful, in the first place, in OUR buying. We will not take 
any chances on an unknown or uncertain make, these days. So 
we. feel safe in assuring you that any settlement YOU may sug- 
gest will be made, if the shoes you buy from us do not prove 
satisfactory.. By SATISFACTION, we mean: 


They must hold their shape. 
They must outlive the lifetime of an ordinary shoe. 
We will sell you only what YOU consider a PERFECT 
Pies 1OU.e8.0ne, are to be the judge. of that. 
QUALITY IS OUR PLATFORM. 


We believe we have a pair of shoes for every man 
or boy in town, every size and every width from AAA to EE 
in all varieties of shoes. If it should happen that we 
HAVEN'T the shoe that FITS YOUR particular need, taste and 
foot, we'll tell you so without quibbling, and then GET it as 
fast as we can. 


We hope to have the pleasure of serving you. 


- Very truly yours, 


[ 187 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Men’s shoe letter giving 
““reasons why.’’ 


MiG. SAS Kerr, 
4e2 ASD eo us, 
Brie sea. 


Dear Mr. Kerr: 


We are writing you again to remind you that 
there is a SCIENTIFIC SHOW STOREY sin town. 


COMFORT is our business. The design of a shoe 
should follow the lines of the foot, with an eye, First, 
to inwerd ease, and, Secondly, to outward Style. 


Thet is, of wourse;, if the line of (ae coca. 
correct, in the first place. If it is not, we have shoes 
that will straighten that out. Our salesmen have spe- 
Gialized in treating all sorts of foot ailments, fallen 
arches, bunions, overlapping toes. A doctor can give you ~ 
temporary relief, but it is only the CORRECTIVE SHOE, 
worn EVERY DAY, that can CURE and PREVENT foot troubles. 


A comfortable, scientifically clad foot is a 
factor in EFFICIENCY. How much of a hit would you make 
if you came painfully into any business office for an 
interview, and had an immense expression of RELIEF on 
your face when you SAT DOWN! You'd create a fine impres- 
sion of your energy and pep, wouldn't you? 


We have shoes that will make you walk as though 
you owned the earth. 


Come in and find out what kind of a shoe you OUGHT 
to wear. Do that much for your.feet. They do a lot for you. 


We believe we can satisfy you thoroughly. 


Sincerely yours, 


[ 188 ] 


BOOTS AND SHOES 


Right fit of first importance 
to good shoes. 


Mr. J. K. Gunderson, 
4567 Second Ave., 
Rome, N. Y. 


Dear Mr. Gunderson: 
For GOOD shoes - 


Blank shoes will more than answer the 
purpose. They are the result of taste and skill of 
the world's master designers, who understand scientific 
shoe construction. 


They are here now in the new, long, narrow 
toes for those who want the very latest style; and for 
those who simply CAN'T wear those thin, narrow toes, 
we have the comfortable broad toes, but so skillfully 
shaped that they have all the appearance of being narrow. 


Buss perhaps you don't run to S2YLE so much as 
comfort - for you, then, there are roomy, comfortable, 
sensible shapes, and in every size from unusually small 
to tremendously big; from broad, short to long, narrow. 


Why not stop in tomorrow or the next day and 
try & PDair on? You'll find us deeply interested in giv- 
ing you a perfect fit. 


Very truly yours, 


[ 189 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Comfort, quality and style 
in men’s spring shoes. 


Mr. Seymour Webster, 
Helena, 
Montana. 


Dear Mr. Webster: 


We want to tell you a few things about shoes 
this morning because it happens to be the thing we know 
the most about. 


Our early Spring Footwear has just arrived. There 
are some styles that are particularly good, in dark-toned 
leather, dull tan and black with the long toes and narrow 
vamp, for the man of discriminating taste. 


It's hard to get the good, old-fashioned shoe 
that wore like iron, today. You know that. Times have 
changed---and so has shoe leather. You can't be too care- 
ful of what you buy, because nothing comes cheap anymore. 


If "confidence begets confidence" we are sure 
we can inspire yours. This is why--- 


A man came in yesterday, an old friend of ours, 
for a new pair of shoes. He mentioned, as we took off the 
old ones, "That's the best pair of shoes I ever wore!" We 
hear that every day. Our old customers gladly tell us of 
the pleasure they take in our goods. 


It is because we have such proof, that we are 
Confident we can please you---not only in Comfort, depend- 


able Quality and Style, but also in obliging Service. 


May we show you these new styles within the next 
few days? 


Very truly yours, 


[ 190 ] 


BOOTS AND SHOES 


Care should be exercised 
in, the proper selection of 
footwear. 


Mr. J. B. Henderson, 
160 Mein- Sie; 
Columbus, Ohio. 


Dear Mr. Henderson: 


Doesn't a pair ofshoes that wrinkle wherever 
the foot bends, run over at the heel, scuffed off at the 
toe, detract from any self-respecting business man's ap- 
pearance, Mr. Henderson? When you consider how much first 
impressions mean --- well, you can't afford to wear shoes 
after they begin to look like that. 


When shoes are so high-priced, and materials 
as unreliable as they have been since the war, you can't 
be too careful in your selections. 


We have been trying to solve this question by 
being careful, in the first place, in our buying. We 
will not take a chance on any uncertain or unknown make 
these days. So we feel safe in assuring you that any 
settlement you may suggest will be made if the shoes you 
buy here do not prove satisfactory. By SATISFACTION we 
mean --- 


They must hold their shape. They must outlive 
the lifetime of an ordinary shoe. We will sell you only 
what you consider a perfect fit. You, alone, shall be the 
judge of that. 


We had an idea that maybe about this time of 
year your old shoes might be getting that scuffed look 
and you were thinking a bit of investing in some new 
spring oxfords. We want you to remember that the shoe 
department of the Hub is like the rest of it.. built 
for Service. Come in any time; you are always welcome. 


Very truly yours, 


[191] 


BUILDING RETAIL BUSINESS BY LETTER 


A forceful argument 
on men’s shoes. 


Mr. H. L.. Marks, 
45 Hast 5th St. 
JOM Chae 


Dear Mr. Marks: 


You may be tired of hearing the word "Quality" --- 
it has been over-used since "PRICE" became a touchy subject. 
But there's a Quality Shoe Proposition we want to put be- 
fore you, because we know it will strike "home" in your Fall 
buying problems. 


It is just this. In the old days, it really was 
economy to buy a cheaper pair of shoes. They were Sturdy, 
well-cobbled and would WEAR, at least. Today it is a BARGAIN 
to buy the BEST. Once, when a well-sewed pair of shoes in 
the latest style and best of leather sold for $7.00 --- a cheap 
make in the IDENTICAL leather but with no attempt at style, cost 
$3.00 --- a difference worth considering. Today the leather 
that would retail in a Blank Shoe for $13, will have to re- 
tail in the cheap make at $10. And you are likely to get camou- 
flaged leather, at that! 


Quality is Paying Policy, these days. We carry 
Blanks and a few other excellent makes because we know it PAYS, 
in 1923, to buy the BEST. So you will find, if you investigate. 
Come in --- if we can't please you, there's absolutely no 
obligation! 


pincerely yours, 


[ 192 ] 


BOOTS AND SHOES 


Facts on men’s 
shoes. 


Mr. William Brooks, 
4456 Third Ave., 
iotedo, Ohio. 


Dear Mr. Brooks: 


Let's get right down to price principles. 


The man who decides to buy a pair of shoes solely 
on the basis of the price ticket is like the man who wanted 
uo gO LO Dprinegfield, Ill., but decided to go to Springfield, 
Mass., instead, because it didn't cost so much. 


It's a question of buying one pair of good shoes 
a season --- or three pairs of cheap ones. Quality is really 
Economy, in the end. You CAN buy a great many "cheaper" 
Shoes, at lower prices than the Blank makes. But some 
things cost more because they are WORTH more. Expense is 
gauged, in the discriminating man's mind, not by what other 
and inferior things cost, but by Satisfaction and Service --- 
by VALUE RECEIVED. 


Bechesap shoe gets out of shape and "scuffs off" 
in no time, it isn't made to fit the arch correctly and it 
certainly never WEARS. In the Blank Shoe you get the 
BEST in leather, workmanship and style --- and everyone knows 
the Blank Quality. We carry them because they are the 
sort of merchandise that makes your money WORTH SPENDING. 


The finest quality --- at sensible and consistent 
prices --- that is the "BLANK PROPOSITION". 


puncercily yours, 


[ 193 ] 


BUILDING RETAIL BUSINESS BY LETTER 


A novel method of gaining 
a man’s interest in shoes. 


Mr. T. B. Gross, 
456 Second Ave., 
Newark, N. J. 


Dear Mr. Gross: 


Under separate cover, we are sending you a cross 
section of a Blank shoe that we would like to have you 
examine critically. 


‘Press the cushion of the shoe with your finger ——— 
. and you duplicate the action of your foot. Note how it 
sinks down into it, how the cushion will conform to every 
GUIVvSe Of FOU COO. 


And note, too, the difference between the pliable 
inner sole and the ordinary hard, unyielding inner sole to 
which you have been accustomed. There's another thing you 
must look for. See the cork insert which insulates your 
foot from dampness. There's an ease in walking, and a 
security against climatic changes with these shoes. 


These shoes are conservative in style but you 
will be surprised to find how good looking they are. They 
will enable you to have comfort and at the same time give 
you that substantial well shod appearance. 


Because of the quality of material built into 
them, because of the even distribution of the weight of 
your body, and the relief of jar and pounding in your walk- 
ing, they give more service. Before you buy another pair 
of shoes, come in and try on a pair of these. 


Very truly yours, 


[194] 


BOOTS AND SHOES 


A Campaign to sell Men’s high 
grade shoes. Letter No. 1. 


Mri oe Cadigan., 
52 Fenwood Rd., 
Brookline, Mass. 


Dear Mr. Cadigan: 


A man never gets so much money that he stops 
caring about the value he receives for it. The secret 
of good buying is to make a permanent connection with a 
reliable store. 


The man who sells you shoes is like any other 
man who works for you---he becomes more expert the long- 
er he continues to serve you. He gets a chance to study 
your tastes. You find what you want more promptly and 
certainly because he knows your needs. 


Furthermore, Mr. Cadigan, he can buy for you to 
better advantage. His stock, which pleases his customers, 
sells fast. He can take a small mark-up because of his 
frequent turnovers. By your steady patronage you reduce 
the risk in his business and he in turn reduces the cost 
to you. 


One of the big reasons why we can give our cus- 
tomers such remarkable value is that so many of them come 


back to us year after year. 


Yours sincerely, 


[195 ] 


BUILDING RETAIL BUSINESS BY LETTER 


A Campaign to sell Men’s high 
grade shoes. Letter No. 2. 


Mr. Teus Oreon, 
287 Summit Ave., 
Brighton, Mass. 


Dear Mr. Oreon: 


You have to have shoes in any case. The 
only thing to be decided is where you will get them. 
We think this would be a good place. 


Low cost per mile---that's a good test of 
shoe quality as well as tire quality. Your own satis- 
faction is the best test of the appearance of a choen 
BLANK Shoes have satisfied so many other critical buy- 
ers we think they would meet these tests for you. 


But---we want you to like more than our mer- 
chandise, Mr. Oreon, when you trade here. We want you 
to like US. We maintain a spirit of cheerful, willing 
service as much for our own sake as for our patrons'!--- 
it does so much to make this place where we stay all day 
a pleasant one for everybody! 


Of course nobody would trade here if BLANK 
Shoes weren't good, however pleasant we might be; but we 
can't help suspecting that many men PREFER to buy where 
they find us always ready to oblige, other things being 
equal. Is that true---? 


Yours cordially, 


[ 196 ] 


BOOTS AND SHOES 


A Campaign to sell Men’s high 
grade shoes. Letter No. 3. 


Mr. Victor Kingsley, 
416 Marlborough St., 
Boston, Mass. 


Dear Mr. Kingsley: 


We have told you BLANK Shoes were good---ma- 
terials, design and workmanship. We've told you why. 


You know that they are built to be comfortable 
as well as to look well. They appeal particularly to 
men who are interested primarily in shoes which will in- 
crease their effectiveness---which will be a source of 
pride without becoming a source of pain also. 


Thousands of the able, clear-thinking men of 
the United States have found satisfaction in BLANK Shoes. 
They have become regular patrons, and thereby have made it 
possible for us to give them our best in values and in serv- 
ice. 


We think YOU, Mr. Kingsley, would like us and 
our wares. We think the atmosphere of friendliness here 
would please you. 

itewould be food, st any rate, if you'd come in 
and see. There'll be no obligation at all. When may we 


expect you---? 


Very truly yours, 


[197 ] 


BUILDING RETAIL BUSINESS BY LETTER 


A Campaign to sell Men’s high 
grade shoes. Letter No. 4. 


Mr. Isaac Cohen, 
1862. Beacon ot. , 
Brookline, Mass. 


Dear Mr. Cohen: 


Three things are needed to produce good shoes--- 
fine materials, proper design, careful workmanship. If any 
one of these is lacking, the others are without avail. 


We know that. We mean to sell good shoes. Hence 
we control every step of the production of BLANK Footwear. 


The leathers that go into our shoes are made by a 
scientifically correct tanning process, from the tinestrce— 
lected skins. 


Design is our own. The comfort built into our shoes 
results from an understanding of the bony, muscular and nerv- 
ous structure of the human foot. Styles are followed, but our 
skilled shoe tailors modify them to insure comfort. 


Finally, rigid inspection insures perfection of work- 
manship-in every shoe sent us: 


such service, Mr. Cohen, is merely what you deserve. 
It brings you satisfaction. Also, it is bringing us reputation. 


Very truly yours, 


[ 198 ] 


BOOTS AND SHOES 


A Campaign to sell Men’s high 
grade shoes. Letter No. 5. 


Mr. Willard S. Martin, 
10 Channing St., 
Cambridge, Mass. 


Dear Mr. Martin: 


sedentary workers have most of the foot diffi- 
culties. ‘Seems queer, doesn't it?--- 


The executive who goes to his office in his car 
and sits at his desk all day with people to run all his er- 
rands, is more apt to have trouble than the man who walks 
constantly. 


The reason is simple. <A salesman, for example, 
buys his shoes to live in.. A small pinch will cripple him. 
He makes a science of comfort, and gets the best looking COM- 
FORTABLE shoes he can. The desk man, on the other hand, is 
all too apt to get the most comfortable GOOD-LOOKING shoes 
he finds. He doesn't use his feet much anyway, and a small 
Stiffness seems a small matter. 


Yet in time that stiffness “gets" him. I[11-fitted 
Shoes cause misaligned bones of the arch and heel; and these 
are responsible for a surprising amount of the misery attri- 
buted to rhuematism, sciatica, and the like. 


The style, quality and workmanship of BLANK shoes 
are too well known in all parts of the United States to need 
any defense here. But we are proudest, Mr. Martin, of our 
skilled fitting service. 


Aer yore, Sou Le likertat! 


Yours sincerely, 


[ 199 ] 


BUILDING RETAIL BUSINESS BY LETTER 


A Campaign to sell Men’s high 
grade shoes. Letter No. 6. 


* Mr. William Gately, 
46 Kenwood St., 
Brookline, Mass. 


Dear Mr. Gately: 


A man is known by his friends. In the same way 
a business is known by its customers. We are’ glad to be 
judged by ours. 


Men whose names you'd recognize---governors of 
states, legislators, the heads of vast businesses, famous 
Jurists---leaders in every field buy shoes here. 


They come or send to us from every part of whe 
United States. They could easily buy good shoes nearer--- 
but they couldn't buy BLANK Shoes. 


We think, Mr. Gately, that this is your kind of 
a shop. We think you'd like us and our values and our serv-— 
ice. It would be a big satisfaction to us 1f we migni ada 
your name to the list of our reguler patrons. 


We're accustomed to serving and pleasing men of 
your stamp. That's why we're so confident we can suit you. 


May we try? 


Yours cordially, 


[ 200 ] 


BOOTS AND SHOES 


A Good-Will Series. 
Letter No. 1. 


Mr. J. K. Henderson, 
111 Park Street, 
Hartford, Conn. 


Dear Mr. Henderson: 


MOU haves to have shoes in any case. “The only 
thing you ever decide about the matter of shoes is where 
you will get them and what sort you will get. 


We think this is a good place to come. We be- 
lieve Johnston & Murphy, Stetson, and Just Right Shoes are 
the best values to be had; and we know that from them we 
can suit the tastes of the most particular men of Hartford. 


These shoes are so carefully made, of such good 
materials, that they wear exceptionally well. In style 
they are leaders. On a "cost-per-mile basis" they are very 
low in price. 


Our Men's Department is entirely separate from 
the rest of our store, with an entrance directly on the 
street. You can buy here in comfort; and as we keep a care- 
ful card record of your style, last and size, you can dupli- 
cate any order by mail or telephone at any time. 


You will find this a great convenience. It is but 
one of many similar services we offer to our patrons. We'd 
be glad if you, Mr. Henderson, should decide to take advan- 
tage of them. 


Very truly yours, 


Pavo. Our stock includes a full line of men's hose. 


[ 201 ] 


BUILDING RETAIL BUSINESS BY LETTER 


A Good-Will Series. 
Letter No. 2. 


Mr. J. K. Henderson, 
111 Park Street, 
Harttord. Conn: 


Dear Mr. Henderson: 


Is there anywhere a boy or a young man you 
are interested in? And do you want to do him a real 
and lasting kindness? 


If you send him here or bring him in for his 


shoes, it will be well; for we make a specialty of serv- 
ing such customers. We maintain a department solely for 


them. 


We know that if a fellow wears the right shoes 
while he is growing up, his chances of escaping f00% 


troubles are greatly bettered. We believe, Mr. Henderson, 
that even MORE skill and care is needed to fit the shoes 


where allowance must be made for growth. 


Our provision for special sservmce si avoist cc 
gard is typical of our policy aniedi phesss tom oun budge 


iness. It is therefore only natural that Johnston & Murphy, 


otetson and Just Right Shoes---the lines we carry---are 
those which are second to none in style and in value, 
wear and comfort, for men or boys: 


Yours: cordially, 


[ 202 ] 


BOOTS AND SHOES 


A Good-Will Series. ; 
Letter No. 3. 


Mr. J.-K. Henderson, 
111 Park Street, 
Hartford, Conn. 


Dear Mr. Henderson: 


You will probably want new shoes to go with 
the new Easter suit. You might as well get them. now 
---hot weather will be along soon anyway, and our dis- 
play of low shoes is very unusually attractive. 


The values they offer are exceptional also. 
We made a special purchase of this line, and so were 
able to offer standard brands at a decided saving. 
Johnston & Murphy, Stetson, and Just Right Shoes are al- 
ways a “good buy"---at regular rates; but if you stop 
in here now you will see some prices offered which will 
be so low they will surprise you. 


Hundreds of the able, clear-thinking men of 
hace.ora, Mr sshenderson, have found this the best place 
to get footwear. They have become regular patrons--- 
we have learned what they want---and consequently we 
have been able to give them our best in values and in 
service at all times. 


We'd like to have YOU join the throng. We 
think this is an excellent time. We count on the lines 


we feature to make you a regular patron to Blank's! 


Very truly yours, 


[ 203 ] 


BUILDING RETAIL BUSINESS BY LETTER 


A Good-Will Series. 
Letter No. 4. 


Mr. J. K. Henderson, 
111 Park Street, 
Hartford, Conn. 


Dear Mr. Henderson: 


A merchant who is in business to stay wants 
to make something more than sales. He wants customers 
who are friends. 


There are two things he must do to get them. 
First, he must give value. He must sell things that 
will satisfy; for it is pretty hard to stay friends 
with someone who has sold you something you don't like. 
The fact that we carry only such standard lines of shoes 
as Johnston & Murphy, Stetson, and Just Right, is evi- 
dence of our position on this matter. We verily believe 
these shoes are the best value offered the American pub- 
lic today 


Furthermore, Mr. Henderson, he must give 
service. He must know his line, and do his work well. 
Our men are expert fitters---we have a professional 
orthopedist to assist in fitting difficult cases. We 
give special attention to fitting children. And every- 
thing we do is done in a spirit of cheerful, willing co- 
operation. We think this is just as important as the 
doing. 


We can't help suspecting that a lot of the men 
who trade here are getting to LIKE buying shoes. We 
think YOU will. 


Yours sincerely, 


[ 204 ] 


BOOTS AND SHOES 


A Good-Will Series. 
Letter No. 5. 


Mr. J. K. Henderson, 
111 Park Street, 
Hertford, Conn. 


_ Dear Mr. Henderson: 


At the time of the army medical examinations 
it was learned that practically one man in every twelve 
throughout the country is more or less unfit physically 
because of foot trouble. 


Most---practically all---men might have per- 
fect feet if they wore proper shoes. We consider it is 
our duty to sell shoes that are comfortable as well as 
good-looking and durable. 


Johnston & Murphy, Stetson and Just Right Shoes 
are all made with a scientific understanding of the bony, 
muscular and nervous structure of the human foot. When 
they are fitted by skilled men, they will keep a normal 
foot healthy. | 


But for men, Mr. Henderson, who suffer from 
tired, aching feet, or pains in the legs and back (often 
wrongly attributed to rheumatism) we have an Orthopedic 
Department in charge of an expert, where the ills of the 
feet may be scientifically treated with modern appliances. 


. We shall be glad to make an examination without 
charge for you or any member of your family. If you do 
not need corrective service we shall tell you so frankly. 
It won't take long---stop in! 

Sincerely yours, 


P. S. We have a full stock of dress shoes for winter. 


[ 205 ] 


BUILDING RETAIL BUSINESS BY LETTER 


A Good-Will Series. 
Letter No. 6. 


Mr. J. K. Henderson, 
111 Park Street, 
Hartford, Conn. 


Dear Mr. Henderson: 


Three things are needed to produce good 
shoes---fine materials, proper design, and careful 
workmanship. If any one of these is lacking, the 
others are useless. 


We know that. Hence we carry only such 
high grade shoes as Johnston & Murphy, Stetson, 
and Just Right, which we know are made to the best 
standards in each of these respects. 


Three things also are needed to insure 
satisfactory service---a wide selection, scientif- 
ic fitting, and a spirit of cheerfulness and oblig- 
ing courtesy. If any one of these is lacking, the 
service is impertecs. 


Our men's department is planned to minis- 
ter in every way to the comfort and convenience of 
the men of Hartford. It is entirely separate from 
the rest of the store, with its own entrance direct- 
ly on the street. 


Probably, Mr. Henderson, you'll find it a 
mighty good place to buy shoes. Many men, who are 


very particular, like to come here. Try us! 


Cordially yours, 


P. 5. We have the most complete line of men's sport 
shoes and hose in the city. 


[ 206 ] 


BOOTS AND SHOES 


A Shop where you get Quality, 
Style, Values and Service. 


Mea Cee. Morrison, 
800 Hackensack St., 
Hackensack, N. J. 


“Dear Madam: 


No matter where you've been buying your shoes, 
this shop has four surprises for you: A surprise in 
Guelinyy. wvye.6, Price and Service. 


Women's Shoes were never to be found in so 
wide a profusion of pretty models. So it's worth your 
while to INVESTIGATE. It's wise to compare. 


This store can save you many dollars. 
It can supply the shoe you want at the price you want to 
pay. =10u like 4 certain kind of shoe. You want a 
certain style. You like to pay a certain price. MThis 
store can satisfy you in ALL these things. 


You are urged to come in and try on shoes to 
your heart's content, without the SLIGHTEST obligation 
to buy. This is the store where you do not feel the 
slightest sense of obligation. 


Courtesy is a big part of our service---we can 
Suit you as to style, fit you as to size, please you as 


to price, and satisfy you as to wearing quality. 


Make up your mind, then: TRY THIS STORE FOR 
TOURSNE. Terai. “You'll be glad, you did. 


Yours very truly, 


[ 207 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Footwear of utmost Quality 
at minimum prices. 


Mrs. 5. F. Howard, 
745 Main St., 
Boston, Mass. 


Dear Mrs. Howard: 


You'll be delighted to find you can get e-x-a-c-t-1l-y 
the shoe you want RIGHT IN YOUR HOME TOWN. Our biggest attrac- 
tion for women is HIGHEST See IN AUTHORITATIVE SOROSIS FOOT- 
WEAR AT REASONABLE PRICES. 


Because we carry only dependable shoes doesn't mean our 
prices are high. The reputation of our footwear is built on the 
solid foundation of utmost quality at minimum prices. GOOD shoes, 
you know, have never been "cheap". And cheap shoes have always been 
DEAR to the women who bought them. The good article always costs 
more for a very good reason. It's WORTH more! , 


Besides our superior quality and maximum shoe value, 
we offer you something new in the way of SUPERIOR SERVICE---po- 
lite and prompt attention to your wants. 


You come and go here without the slightest obligation, 
whether you buy or not. That is a rigid principle with this store. 
Put us to the proof. Come in. See how well we back up every claim 
we make. 


Better shoes and better shoe service---for discrimina- 
ting women. YOU'RE one of them. This is YOUR kind of shoe store 
---and WE'RE EXPECTING YOU. 


Yours. very truly, 


[ 208 ] 


BOOTS AND SHOES 


A store where the clerks 
are courteous. 


Dear Mrs. Browning: 


Have you ever gone into a shoe store, where all the clerks 
were very busy and you couldn't get waited on? Have you had to wait 
twenty minutes while the woman ahead of you tried on nearly every 
shoe in the house before she made her decision and finally released 
the clerk for your service? And--- 


After you captured his attention, have him say to you, 
"Sorry, but we don't keep the style you want, Ma'am", or "We've the 
style you want, but it doesn't come in your size?" And when you 
Sighed and said you'd have to go elsewhere, have you seen that know- 
ing look come into his face that seemed to say, "I knew all the time 
she wouldn't buy?" And have you left the store angry at this atti- 
tude, with forty minutes of your precious morning utterly wasted? 
HAVE YOU? 


We operate our Ideal Women's Shoe Store so that it is 
delightfully free from annoyances of this character. NO ONE WAITS 
HERE but the clerks. You have instant attention. Our salesforce 
is ample because we know our patrons cannot afford to wait and 
shouldn't be kept waiting. COURTESY IS OUR WATCHWORD. Every sales- 
man knows that he is here to SERVE. Here you may come in, try on 
any number of shoes without buying, and ALWAYS receive the most 
melite consideration: 


We have the largest line of shoes in the city. Here there 
are shoes for every foot and every fancy. If you like the dainty, 
high-heeled type, we have a new line that cannot help but arouse 
your enthusiasm. If you prefer the "sensible" shoe, easy on the 
foot, unrivaled for long tramps or hard daily wear, we have abun- 
dant models in this very style. Whether you wear the round, com- 
fortable toe, or the long narrow vamp, we have scores of styles to 
please you. 


AND OUR PRICES ARE RIGHT. Come in next time you need 
shoes. Our shop will be a revelation to you. 


Cordially yours, 


[ 209 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Appealing to the well-dressed 
woman. 


Mrs. 1. Lennox, 
1 Tass ee 
Hartford, sConm. 


Dear Madam: 


A well-shod foot is the FIRST requisite of the 
well dressed, well groomed woman of today. No matter 
HOW becomingly she may be gowned, nor whether her hat 
is a perfect gem of the skilled designer's handiwork, 
she is never really well dressed unless her footwear is 
beyond reproach. 


Our buyer is not alone a keen judge of good 
leather and faultless workmanship, but keeps thoroughly 
well informed as to every new style innovation both in 
this country end abroad. If it is a new and stunning 
model in woman's footwear that has made its appearance 
on Fifth Avenue, New York, or on the Avenue de L'Opera, 
Paris, it will soon be. ae part Of our’stock Orato won 
take us long to get the style for you. 


Durability and service are a part of every 
shoe you buy here, no matter what the style, no matter 
what the price. In footwear, .the old sayimg that 
"handsome is as handsome does" correctly applies. The 
goodlooking shoe that doesn't wear is worse than the un- 
becoming style that does. 


This store has made an especially keen study 
of pleasing individual tastes. We know that you will 
be more than satisfied with any shoe you buy here for 
we carry the best. Put this statement to the test. 
Come in for a try-on this week. The smart new incoming 
styles are sure to please you. 


Yours very truly, 


[ 210 ] 


BOOTS AND SHOES 


New management announcing 
same successful old policy 
will be followed. 


Mrs. B. Berge, 
Pil oMatioob., 
Dayton, Ohio. 


Dear Mrs. Berge: 


After Fifty-two years of Faithful Shoe Service to 
the families of Dayton and the Miami Valley---BLANK's have 
sold their entire stock together with their endorsement and 
Sood, Will: sto.us. 


We feel our responsibility to all’ their old patrons 
---the high standard of Service and Quality we have to live up 
to---and we want to assure you that we intend to maintain the 
same degree of excellence. The same courtesy and consideration 
you have always received, will be shown you at all times. 


We intend to carry the same line of good shoes--- 
with a few additions and extensions in variety and sizes. It 
will be a pleasure to us to serve you, to feel that you are ex- 
tending your confidence to us, honoring us with a trial. We 
are ready and willing to do anything in our power to please 
you. 


We are profiting from the BLANK'S long study of the 
shoe likes and dislikes of the women of Dayton. We shall make 
it our constant aim to please them in every particular. How- 
ever---we shall keep our eyes open for new ideas---future im- 
provements. 


You may come and go here without the slightest sense 
of obligation---even though you do not wish to buy. This will 
be a rigid principle, with this store. 

Put us to the proof. Come in. Let us demonstrate our 
ability to give you 100% Shoe Satisfaction. See how well we 
back up every claim we make! 


Cordially yours, 


[211] 


BUILDING RETAIL BUSINESS BY LETTER 


A distinctly feminine 
appeal. 


Dear Madam: 


The good, old-fashioned, heavy-soled shoe that "wore 
like iron" is almost a thing of the past. “Since the war. 
conscientious shoe dealer has had to be a whole Board of Censor- 
ship on Shoe Leather---so much that is unreliable comes in. 


We have our Weather Eye open for all Doubtful Mate- 
rials---ALWAYS---because we make it a practice to guarantee 
everything we sell. We do it to protect ourselves from loss, 
as well as to benefit you. 


Keep your eye on QUALITY, FIRST! THEN look at the 
price tag: It will save you Money in therend: 


Frankly, that's about all we can say about price, 
this year. We regret it deeply. You know the expense of run- 
ning a HOME, now. It is the same with a Store. Our PRICE is a 
FATR and SQUARE one and as LOW AS WE CAN AFFORD TO DO BUSINESS 
ON. BUT...we keep our Quality in class A-1. NO shoes are 
CHEAP, today, but SOME shoes are GOOD enough to pay for. 


The Modern shoe has it all over the old-fashioned one, 
however, in the matter of Style and Attractiveness. The lines 
in our Fall dress shoes make one think of the slender, arching 
steps of a thoroughbred, somehow, so narrow and long and slimly 
graceful they are. TRUE BLUE American shoes, sensible, beauti- 
ful, smartly effective, for the American woman. They are built 
for COMFORT and EFFICIENCY and for the progressive, wide-awake, 
proud sort of style she has’. 


Come and see them. We have often told you that there 
is never any obligation to buy. We mean it! We WANT you to 
"just visit", get an idea of the VALUES we offer, the STYLES we 
carry, the SERVICE we give you. It may win us a friend we 
covet. We sincerely hope so! 


Very truly yours, 


[ 212 ] 


BOOTS AND SHOES 


Strong selling talk on 
women’s shoes. 


Mrs. Dan Crowley, 
bO7T West 165rd, St~, 
Cleveland, Ohio. 


Dear Mrs. Crowley: 


Are you interested in preserving the natural beauty 
of your foot, the high sweeping arch you were born with and 
the gracefulness of your carriage? 


You cannot walk gracefully unless your feet are 
comfortable; you cannot be comfortable unless your shoes fit 
and properly support all bearings of the foot arch. 


The very unusual patented feature of the famous 
Blank shoe is an invisible steel arch which comes up and 
stays up to the foot arch, supporting the foot as nature 
intended. 


Blank shoes are smart and fashionable, and you 
will always feel well-dressed in them. 


We desire earnestly, for the sake of our own rep- 
utation, to fit you properly; consequently we carry Blank 
shoes as narrow as AAA in sizes up to 9. We maintain a corps 
of trained foot specialists who will diagnose your foot and 
advise you what size and type to wear. 


It will be a distinct favor to us and a decided 
benefit to you if you will come in and let us try on these 
shoes; you are under no obligation to buy. We simply want 
every woman to get the facts about these wonderful shoes and 
if they appeal to you as they have to thousands who have al- 
ready investigated them, we are fully equipped to take care 
of your wants. 


MOUiEn aver Vent LU vey 


BUILDING RETAIL BUSINESS BY LETTER 


Suggesting shoes as 
useful gift. 


Mrs. K. L. Barkley, 
987 Park Avenue, 
New York City. 


Dear Mrs. Barkley: 


About two years ago people began to give Useful 
Gifts for Christmas, because that was when the dollar began 
to shrink, and some things that used to be necessities be- 
pen to be luxuries. 


Is there any reason why we can't cooperate this 
year, and stretch that dollar to the limit of its buying 
power, this season? The materials, leather and workmanship 
of the shoes we carry are the best we can buy---the highest 
value the market offers. You can depend on that. 


Shoes that are in the popular style, harmonizing 
with your clothes, 2 good, lasting finish on them---and 
our guarantee for the wearing quality, to boot---well, they 
give a satisfaction that "just shoes" can't give. A pair 
of shoes like that is more than a necessity. Real, genuine 
enjoyment will be provided by such a gift to any man, woman 
or boy on earth. 


Don't turn your empty pockets and purse inside 
out after Christmas, feeling that the best day in the year 
meant "money thrown away". Get something that is worth 
every Penny in your Dollar---and will be a constant source 
of satisfaction all through the rest of the winter, and per- 
haps, part of next! 


We announce the arrival of the Holiday and Winter 
footwear, in the hope that we may show it to you in the near 
future. There is a pair of shoes here for every occupation, 
every occasion, sport, age, taste and PURSE. 


A happy season, we wish you, and the best of suc- 
cess for the coming year. 


sincerely yours, 


[ 214 ] 


BOOTS AND SHOES 


Comfort and style in 
women’s shoes. 


Mrs. Milton M. Brown, 
1022 Adams St., 
Steubenville, Ohio. 


Dear Mrs. Brown: 


We are writing you again to remind you that 
we are selling the best line of shoes in town. We get 
the same styles that the makers of our Brands sell to 
New York shops at the SAME TIME. They are up-to-the- 
minute in style, and we pride ourselves on the wide 
variety we have this winter. 


But our business is comfort. The design of 
a shoe should be FIRST, for comfort, THEN, for style. A 
correct, scientifically clad foot is a factor in Effi- 
ciency. 


How much of a hit would you make if you came 
creaking into any business office for an interview --- 
and had an immense expression of RELIEF on your face 
when you SAT DOWN! You'd create a fine impression of 
your energy and pep, wouldn't you? 


We have shoes with a Spring in the Arch --- 
that will make you walk as though you own the earth. 
They are scientifically, thoughtfully designed for the 
human foot, YOUR foot. 


Our leathers are absolutely reliable, and we 
have just received a number of attractive new finishes. 


We will be glad to show you what you want. Come in any 
time. 


Very truly yours, 


[ 215] 


BUILDING RETAIL BUSINESS BY LETTER 


A Shoe series stressing style, 
fit and values. Letter No. 1. 


Mrs. Homer G. Harris, 
519. Clinton vate. 
Greenfield, Mass. 


Dear Mrs. Harris: 


Our display of Spring Footwear is now ready 
for your inspection, Mrs. Harris. 


We have an excellent assortment of the very 
latest pumps and oxfords, in a large number of attrac- 
tive models which make a desirable addition to any cos- 
tume. 


For smart style and finish; for long wearing 
qualities; for shoes that keep their shape and good 
looks; and for reasonable prices---try the BLANK'S Shoe 


service. 


It will be a real pleasure to us to take care 
of your shoe needs, this season. Won't you come in? 


Yours cordially, 


[ 216 ] 


BOOTS AND SHOES 


A Shoe series stressing style, 
fit and values. Letter No. 2. 


Mrs. Gerald Watkins, 
7955 Tenth ot. , 
Greenfield, Mass. 


Dear Mrs. Watkins: 


invs its a opring of novelty shoes, so the 
New York designers have decreed. They call them 
"sport shoes", Mrs. Watkins, but Fifth Avenue is being 
tred daily by thousands of feminine feet attractively 
and comfortably clad in the trim rubber-heeled, two- 
toned low shoe that is in vogue. 


They are made in color combinations---buff 
and brown, black and gray, etc., and are to be worn with 
the novelty silk, woolen or silk-and-wool stockings that 
you'll find in our new hosiery department, to exactly 
match. It may be a fad---but it is a sensible one--- 
and they will always wear this type of shoe for sport 
even after they stop being "the thing" for the street--- 
because they are so comfortable and durable. 


We have an unlimited stock of standard and 
novelty lasts, always in the BEST makes, for both women 
and children---and with a reputation for reliability 
that we are particularly proud of. 


Won't you drop in, to see the new Spring Shoe 
Styles? There's no obligation, we'll be glad to show 
them to you. 


Yours cordialily, 


[ 217 ] 


BUILDING RETAIL BUSINESS BY LETTER 


A Shoe series stressing style, 
fit and values. Letter No. 3. 


Mrs. Dave T. Rubin, 
Park Row, 
Greenfield, Mass. 


Dear Mrs. Rubin: 


Have you ever gone into a shoe store, 
Mrs. Rubin, where all the clerks were busy and you 
couldn't get waited on? 


And when you finally captured the attention 
of a clerk, have him say to you, "Sorry but we don't 
keep the style you want"---with an "I-knew-you-wouldn't 
buy" manner, when you said you'd have to look elsewhere? 


We operate our store so that it is delight- 
fully free from annoyance of this kind. No one "waits" 
here but the clerks. Courtesy is our watchword. 

We have shoes to fit every fancy---and OUR 
PRICKS ARE RIGHT. Come in, next time you need shoes. 


Our shop will be a revelation to your 


Cordially yours, 


[ 218 ] 


BOOTS AND SHOES 


A Shoe series stressing style, 
fit and values. Letter No. 4. 


Mrs. Wm. R. Stevens, 
Milton Road, 
Greenfield, Mass. 


Dear Mrs. Stevens: 
Distinction of Style--- 


You can get it in the sturdy brogue or the 
narrow English last---in dull or high finish---in 
black or tan selected hides, at the BLANK Shoe Co. Style 
in shoes really isn't bound by a set of fad rules as in 
clothes, Mrs. Stevens, for it's the GOOD shoe that's the 
popular one---any time. 


We recognize personal preferences and individ- 
ual requirements---and our specialty is a VARIETY OF 
CHOICE, at a wide range of prices. There's a great diver- 
sity of personality and activities, needs and tastes, to 
be considered in the shoe question---and a wide variance 
of sizes and widths. It is our desire to provide adequate 
Footwear for every woman in Greenfield. Therefore, if we 
haven't YOURS, we want to know it. Then we can GET it for 
you, in no time at all. 


Quality shoes---for women of discrimination. We 
are abt. your Service. 


Very truly yours, 


[219 ] 


BUILDING RETAIL BUSINESS BY LETTER 


A Shoe series stressing style, 
fit and values. Letter No. 5. 


Mrs. Geo. Stevenson, 
200 S02. -4th pte, 
Greenfield, Mass. 


Dear Mrs. Stevenson: 


A woman came into the shop the other. day with 
a foot that was hard to fit and a taste that was hard to 
please. She was a good judge of leathers and a careful 
buyer. 


The clerk spent almost an hour with her, intent 
on finding the shoe that would exactly suit this valued 
customer's desires and purposes. When she left, with an 
excellent pair of silver gray sandal pumps, the clerk sighed 
and said "If she is just satisfied, then the time was well 
spent. It's all the more credit to US to please that par- 
ticular person"! 


That's the general spirit of our Service, 
Mrs. Stevenson---a real desire to PLEASE the: most discrim- 
inating shopper---with courteous consideration for in- 
dividual preferences. We would much rather have a customer 
leave without buying than to urge upon her some purchase 
that might breed discontent with us, later on. 


0, feel free to come and go, at the BLANK Shoe 
Store. Our store is an institution for public Service---and 
is YOURS for the using. Our Fall stock is complete and © 
ready. for you, 


Sincerely yours, 


[ 220 ] 


BOOTS AND SHOES 


A Shoe series stressing style, 
fit and values. Letter No. 6. 


Mrs. James P. Graham, 
444 Park Row, 
Greenfield, Mass. 


Dear Mrs. Graham: 


We're almost as dependent on our feet, for poise 
Pnosvsleance, as the Spinning Top is, upon its tip. 


All the weight we owe to gravity is borne down 
upon our two feet---and nature has put a perfect arch in 
them to bear the pressure, just as the architect swings his 
bridge upon an arch for strength. 


To abuse that perfect arch of yours is to weaken 
the structure, Mrs. Graham, and your own efficiency. Protect 
it, respect it---if necessary, support it. That is the whole 
secret of correct shoes. 


CORRECT---there is such a stigma of ugliness on 
the ordinary "corrective" shoe that women shun them as one 
suns, Cod Liver O1l——-—"“Il'1ll have to be pretty sick, before 
ieee bake eat 


Bot there is a difference between correct and "cor- 
rective” Shoes. "Corrective" shoes are the medicine you may 
take for not wearing correct shoes. The admittedly beautiful 
shoe that every woman really prefers, with its high heel, nar- 
row vamp and graceful curves, CAN be the CORRECT shoe if it 
fits your foot. It must strike the arch in the right place, 
it must not distort the natural line of the toes and it should 
let the ankle stand "arrow-straight" and strong! 


BEAUTIFUL shoes can be CORRECT. Consult us. 


~oure cordially; 


[ 221 ] 


BUILDING RETAIL BUSINESS BY LETTER 


A Campaign on Women’s Shoes 
featuring the importance of 
correct fit. Letter No. 1. 


Mrs. J. K. Henderson, 
111 Park Street, 
New York City. 


Dear Mrs. Henderson: 


The springs of an automobile aren't simply for 
the comfort of the passengers---they add to the life of 
the machine itself. They. bear the road-shocks which other- 
wise would jolt the machine to pieces. 


The arches of the foot were planned to be the shock 
absorbers of the body. Once broken down, they expose the 
nervous system to jolts and jars and shocks, Mrs. Henderson, 
which wear it out just as the roughness of the road wears 
out the springless car. 


Many’ discomforts and even serious illnesses follow; 
but they are seldom traced directly to this cause. Wrong 
footwear may result in mental and physical fatigue, nervous- 
ness, poor circulation, indigestion, and a host of other 
disorders which have no apparent connection with shoes. 


BLANK Shoes strengthen and build up the arches of 
the foot---prevent the wrinkles of pain and weariness that 
make women seem old---lend grace to the step---and safeguard 
health. We'd be delighted to have you try on a pair! 


Yours sincerely, 


[ 229 J 


BOOTS AND SHOES 


A Campaign on Women’s Shoes 
featuring the importance of 
correct fit. Letter No. 2. 


Mrs. J. H. Henderson, 
111 Park Street, 
New York City. 


Dear Mrs. Henderson: 


Many women dislike to buy new shoes. The old 
ones are very comfortable---and experience tells ‘them 
that new ones won't be. But there ARE shoes built to 
combine style and comfort. 


Most shoes made for women can't be comfortable 
when new. Styles dictate a shape very different from that 
of the healthy, normal human foot; and when the shoe is 
worn, it naturally pinches. Until the foot has forced the 
shoe out of its original style-shape into a proper foot- 
shape, there can be no comfort in wearing it. In this pro- 
cess the lines are destroyed and the shoe so weakened that 
it soon falls apart. 


BLANK'S, Mrs. Henderson, are as comfortable the 
first day you wear them as the last---and as shapely the 
last day as the first. They never cause pain wrinkles or 
the lines of weariness that destroy youth; they never pre- 
vent the smooth, flowing grace of the normal walk. 


THEY look well, and they make YOU look well, be- 
cause the BLANK shoemakers don't feel called upon to remake 
human feet. Our shoes never hurt. 


May we prove this to you---? 


Yours, cordially, 


[ 223 ] 


BUILDING RETAIL BUSINESS BY LETTER 


A Campaign on Women’s Shoes 
featuring the wmportance of 
correct fit. Letter No. 3. 


Mrs. J.-K. Henderson, 
111 Park Street, 
New York City. 


Dear Mrs. Henderson: 


Three things are needed to produce good shoes 
---fine materials, careful workmanship, and proper de- 
sien. If any one of these is lacking, the others’ are use- 
less. 


We know that. We mean that BLANK'S shall be 
good shoes---good from every possible standpoint. Hence 
we control each step in their production. 


The leathers that go into them are made by a 
tanning process calculated to render the carefully select— 
ed skins unusually soft and flexible. BLANK'S are never 
starre 


Rigid inspection of every part of each pair an 
sures workmanship of the highest type. No imperfect shoe, 
Mrs. Henderson, is allowed to leave our factory. 


The design of BLANK Shoes must follow certain 
recognized principles of anatomy. Sufficient toe-room--- 
the straight inside sole line---the flexible arch and snug 
instep---the Rotor Heel---these are scientific improve- 
ments embodied in all BLANKS. 


That's why BLANKS keep their wearers young--- 
prevent wrinkles---lend grace to the step---improve the 


health---and wear and wear and wear and wear and wear! 


Yours’ sincerely, 


[ 224 ] 


BOOTS AND SHOES 


A Campaign on Women’s Shoes 
featuring the importance of 
correct fit. Letter No. 4. 


Mrs. J. K. Henderson, 
111 Park Street, 
* New York City. 


Dear Mrs. Henderson: 


There are no extreme styles among the BLANK 
Models. We follow the modes---but only so far as foot- 
health permits. 


Fads come and go. Men and women spend their 
lives designing novelties in footwear, in the hope of 
catching the popular fancy. But people of individuality 
pay little attention to them. 


Just as the wise woman chooses only such gowns 
as are becoming to her, so she selects footwear in accord 
with her personality. She realizes that health, and grace 
of carriage, and a face unwrinkled by pain or weariness, 
are of supreme importance; and she insists that her shoes 
shelielen her walk properily,.in comfort and health. 


The straight inside sole line---the famous "Rotor" 
Heel, that keeps the foot pointing in the direction of mo- 
tion---the flexible arch, allowing the instep muscles to 
move naturally---these are to be found only in BLANK Shoes. 


Women who are unwilling to sacrifice their health, 
their youth, their grace and their comfort to the whims of 
some shoe designer insist, Mrs. Henderson, on BLANK Shoes--- 
because they are built for FEET---not eyes. 


They add buoyancy and attractiveness to the-whole 
personality---not merely to the feet! 


Yours sincerely, 


[ 225 ] 


BUILDING RETAIL BUSINESS BY LETTER 


A Campaign on Women’s Shoes 
featuring the importance of 
correct fit. Letter No. 5. 


Mrs. J. K. Henderson, 
lll Park Street, 
New York City. 


Dear Mrs. Henderson: 


No matter how good a shoe may be, it is bad 
unless*2t fits. 


BLANK Shoes are scientifically designed, and 
are built by skilled workmen using the very finest se- 
lected leathers: We have every possible resource to 
adapt them to the requirements of comfortable wear. 


But we realize, Mrs. Henderson, that it is not 
enough to make shoes which OUGHT to be comfortable. Our 
obligation to our customers extends further than that. 
We have arranged, through the BLANK Stores, to see that 
they ARE comfortable. 


Not everyone can fit a shoe. Skill and train-— 
ing and scientific knowledge of where nerves run and how 
muscles contract and the location and action of the bony 
arches---these are part of the equipment of the shoe sales- 
men who serve you with BLANK Shoes. 


Our men know as much of orthopedy as many who 
practice as specialists. We assume complete responsibility 
for the health and comfort of your feet, when you come to 
uss 


That is why we are able to keep away wrinkles, 
and to put the spring of vigorous, keen well-being into the 
step. You'll like our service! 


Yours cordiadiy, 


[ 226 ] 


BOOTS AND SHOES 


A Campaign on Women’s Shoes 
featuring the importance of 
correct fit. Letter No. 6. 


Mrs. J. K. Henderson, 
111 Park Street, 
New York City. 


Dear Mrs. Henderson: 


We have written you a number of letters about 
BLANK Shoes. ; 


What they do for health you know. A wonderful 
new freedom from nervousness, fatigue, and all the ills 
resulting therefrom, follows as soon as you adopt these 
remarkable shoes. 


ihe mers comrort of them is a revelation to many 
women. Comfort means grace and spring and flowing smooth- 
ness of step---no pain-wrinkles---a new idea of how shoes 
OUGHT to feel. 


The fact that they hold their shape, because they 
have been built to fit the normal foot, makes their modish- 
ness permanent. They last; and the sensible conservatism 
of their styles prevents the design from being out-of-date 
before the shoe has rendered its service. 


Considered simply as examples of the boot-maker's 
art---without reference to style, or the science built in 
them---they will satisfy the most critical. There is the 
best of workmanship and best of leather in BLANKS. 


But no one who has been used to wearing ordinary 
good shoes, Mrs. Henderson, can expect to realize that our 
statements are literally true. We are prejudiced---we sell 
BLANKS, and it is to be expected that we shall be enthusias- 
tic about them, of course. 


Ten minutes in our shop, and the skilled attention 
of one of our fitters, will tell you more about BLANKS than 
anything we could write. Will you allow us that ten 
minutes, to prove our case? No obligation! 


Yours cordially, 


[ 227 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Children’s shoes which permit 
the natural development of 
growing feet. 


Mrs. K. G. Williams, 
11 Mea 
Butta bos see 


Dear Mrs. Williams: 


"Little-Junior" Footwear about which I am writ- 
ing this special letter to you is the resulv or vyeaerare. 
careful study of the Shoe requirements of boys and girls. 


As this is a matter which is so very important to 
all thoughtful parents, I am sure that you will be deeply in- 
terested. 


These shoes are made expressly tor US wider. 
Special direction. You can only secure “Little-Junior™ Foot— 
wear here and they are the very finest shoes that. money can 
buy. But best of all, they cost you less than other shoes, 
because they give greater service per dollar. And you know 
how hard children are on shoes. 


"Little-Junior" Footwear is made on the correct 
Orthopedic last, which permits the natural development of 
tender, growing feet. They are durably constructed from the 
best leather stock obtainable. 


There are "Little-Juniors" for tiny tots about to 
make their first step in life, as well as "Little-Juniors" 
for grown boys and girls. You are assured of correct shoe 


fitting here and the utmost of satisfaction in children's foot- 
wear. 


In the short space of one year, "Little—Juniors" 
have met with phenominal success in Buffalo because, as mothers 
have frequently told us, it seems that ours was the only store 
in Buffalo where the important question of footwear for growing 
children was so carefully provided for: 


ypincerely yours, 


[ 228 ] 


BOOTS AND SHOES 


Series on Children’s Shoes—skilled 
fitting Service and its importance, 
emphasized. Letter No. 1. 


ore ieee e.1 7. 
184 Bellevue St., 
HeawuLcord,. Conn. 


Dear Mrs. Blair: 


We pride ourselves particularly on the fitting 
service of the Children's Department at the BLANK'S Shoe 
Store. It is in charge of people who know all about the 
Five Little Toes and How They Grow. 


pELit is needed to leave space for development 
---but not too much space. Science must guide the extent 
to which enlarging muscles may be helped with their load; 
for too little aid means strain; while too much prevents 
normal strength. Our fitters have skill and science. 


From the tots who approve of the rocking horse 
they ride while getting new shoes, to the miss whose slip- 
pers for the school prom must EXACTLY match her gown--- 
all the Younger Set, Mrs. Blair, has voted this truly a de- 
lightful place. We are grateful for this endorsement, as 
for that of grown-ups. We try to deserve both. 


Yours sincerely, 


[ 229 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Series on Children’s Shoes—skilled 
fitting Service and its wmportance, 
emphasized. Letter No. 2. 


Mrs. Jack Heller, 
444 Union Hill, 
Hartrord, Conn: 


Dear Mrs. Heller: 


When school comes along and spoils the 
whole week, it's certainly tough---if you happen 
to want to play---to have to put in all Saturday 
morning buying a pair of shoes! 


At a time like that, there's really sat- 
isfaction in knowing that BLANKS Children's Shoe De- 
partment is the biggest and best place in town. One 
can go there at the start,’ with the assurance that 
there will be no trouble in finding promptly, what 
is needed; and the misery will be over, and the 
youngster can be free, all in a very few minutes. 


Our vast assortment, our skilled fitters 
and the ,convenient arrangement of our stock insure 
service which is prompt as well as satisfactory in 
all other ways. 


Yours cordially, 


[ 230 ] 


BOOTS AND SHOES 


Series on Children’s Shoes—skilled 
fitting Service and its wmportance, 
emphasized. Letter No. 3. 


Mrs. Jack Heller, 
ZAA4nvon Hid), 
Hartrord, Conn. 


Dear Mrs. Heller: 


The average adult, who has known what 
wrong shoes can do to feet, is usually ready to 
pay any price and take any trouble to insure right 
footwear for a child. It is pleasant to know that 
there is a place in Hartford where the best of shoes 
for youngsters (as for their elders) can be had at 
moderate cost. 


We do by far the largest volume of bus- 
iness in children's shoes in the city. The natural 
consequence is that we turn our capital rapidly and 
hence offer better values---at a smaller advance 
over the cost---than can be offered elsewhere. Ex- 
amination of our stock and comparison of our values 
will demonstrate this. 


Our desire is that all our friends shall 
have the full benefit of the service we offer in every 
department which suits their need. Perhaps there is 
some way in which we can help now? 


Sours cordially, 


[ 231 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Series on Children’s Shoes—skulled 
fitting Service and its wmportance, 
emphasized. Letter No. 4. 


Mrs. Jack Heller, 
444 Union Hill, 
Hartford, Conn. 


Dear Mrs. Heller: 


It's pretty hard luck, if you happen to 
be just a few years old and very fond of playing 
out-of-doors, to have to flatten your nose against 
the inside of a window and watch the rest of The 
Bunch outside. 


storms? Of course there are storms--- 
but that's no reason for staying indoors! Wet feet? 
Not with the right kind of shoes and overshoes! Good, 
warm, high, waterproof ones, that are comfortable and 
wear well and give a fellow (or a girl) a chance to 
put in the whole year as it OUGHT to be used---grow- 
ing husky in the fresh crisp air! Whe kind of foot— 
wear one can trust to get one to school with dry feet! 
That's what. 


Of course BLANK'S has that kind, Mrs. Heller, 
in the great big, comfortable, interesting Children's 
Department they maintain---the finest children's shoe 
store in the city. That's the best place to go for 
every sort of small people's footwear---storm shoes 
especially! 


Yours’ cordially. 


[ 232 ] 


BOOTS AND SHOES 


Series on Children’s Shoes—skilled 
fitting Service and its importance, 
emphasized. Letter No. 5. 


Mrs. Jack Heller, 
ete ane pate vais Sail igs 
Hartford, Conn. 


Dear Mrs. Heller: 


Is there anywhere a boy or girl whose wel- 
fare interests you? And do you want to do the young- 
ster a lasting kindness? 


pend or bring him to us. Our children's 
shoe department is the finest in the city; and we can 
do a great deal for young folks. 


We regard the children's department as the 
most important one in our store---for the right start 
on life's road is vital. Grown people come to us every 
day with feet which have been hurt---with broken arches 
and mis-aligned heel-bones and every sort of ill---and 
we do what we can to cure; but here in the Children's 
Department we can do what is better than curing---we 
can prevent. 


Those who know our reputation, built by more 
than half a century of skilled foot-fitting, will need 
no other guarantee of what the children's department can 
do. Those who ask further proof will find in trial the 
best of all evidence that BLANK'S Shoes for Children ARE 
comfortable, durable, attractive in appearance and mod- 
erate in price. 


MOurs: cordialiy, 


[ 233 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Series on Children’s Shoes—skilled 
fitting Service and its importance, 
emphasized. Letter No. 6. 


Mrs. Jack Heller, 
AAA Union Bi, 
Hartiord,; Conny 


Dear Mrs. Heller: 


No grown-up ever gives to his or her shoes 
half the wear a normal child's shoes get. 


Young Huskiness ras a right to run and play 
and slide and stamp end kick---but that's hard on 
leather. There is no variety of footwear where first 
cost means less than children's shoes. . 


Value and satisfaction are all in wear--- 
length of service---durability, and durability isn't a 
thing which you or we or anyone else can judge by look- 
ing at a shoe. We know too much about shoe-making to 
try. We judge the manufacturer and when we offer our 
patrons---children's shoes, we know that we can put our 
own half-century of reputation behind them. 


You will be pleased with BLANK'S, Mrs. Heller, 
for they'll give the most active youngster, in spite of 
their moderate price, the longest wear at the lowest 
cost per month. 


Yours Cord 16 ly 


[ 234 ] 





Section IIT 
pp Osye se CLOTHING 


BUILDING RETAIL BUSINESS BY LETTER 


An original appeal addressed 
to the boy himself. 


Master James Harris, 
420 Spear Ave., 
Bridgeport, -Gonw, 


Dear James: 


Are you going to college when you grow older? 
Of course, we're interested, because, if you do, we 
know you'll be buying your clothes from us. We make 
a specialty of fitting college boys. They seu prev, 
fussy about clothes, around then. You will, too. 


Why not come to us now, so that you'll be an 
"old customer" by that time. Old Customers feel so at 
home in our store, because they can find just what they 
want, and know that we take a deep interest in pleasing 
them. 


If you do, we'll try to put a suit on you that 
will please you and look so fine that Mother will like 
it too. For you know, Mothers always do like to see 
their boys look RIGHT. That isn't so queer, because 
the next best thing to being a boy is HAVING a boy. 


Frankly, we are as interested in selling you a 
suit you'll like, as you are in having 4 suit you'll 
like. That would mean that you'd buy your next one 
here, and we want you to. Don't forget that the next 
time you need a suit, hat, shirt or anything that a boy 
wears, we have it. Make us PROVE it. 


Very truly yours, 


[ 236 ] 


BOYS’ CLOTHING 


Boys’ Clothes with either 
“‘longs’’ or ‘‘shorts.’’ 


Master John Wilson, 
417 Main St., 
Dayton, Ohio. 


Dear John: 


Instead of writing to your mother, we decided 
we would write to you about that new Suit for Fall, be- 
cause we couldn't remember whether it is "longs" or 
"shorts" you are wearing now. 


Whichever it is, we have it, and in the pat- 
terns and style you like. This is an invitation to 
Come in and see for yourself, and to bring your friends, 
John, and make yourself at home. 


After you have bought your school suit with a 
lot of handy pockets inside and out---and a cap with 
@ visor big enough to sit on, there are a lot of good 
shirts with regular cuffs and links that you can look 
Over, if you're particular about the color. 


You see, we think we know what you want. But, 
if we’ don't, you'd better come in and tell us; because 
we want to know. ‘Tell your Mother we guarantee good 
strong seams and sturdy materials with reinforcements 
where the patches usually appear---that will save a lot 
of bother for both your Mother and you. 


If you want to look as good, or a little 
BETTER, than the next fellow---be sure to come and see 


us Ssboutoat- 


sincerely yours, 


[ 237 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Remember the boy at 
Easter Time. 


Master Tom Hawkins, 


LPI Veat aac. 
Utica seer 
Dear Tom: 


We were just saying, this morning, when 
somebody suggested putting some Easter decorations 
in the window..."By the way, have we sent Greetings 
to Tom Hawkins?" 


We've been so busy getting them fitted out 
in their Easter suits and coats that we almost forgot 
Peek SO SS rei Om ee 

We're sending you our warmest wishes for a 
Joyful Haster...and a glorious Spring vacation along 
with it! We envy you a little. 

While you're playing around, with nothing to 
do...we'll be working hard to please boys like you, 
trying to give them the “best suits they ever had!" 

Come in and watch us. 

AND, if you'd like to look as good, ora 
little BETTER than the next fellow, yourself...we're 
the ones to see about that. 


No fooling! 


Very truly yours, 


[ 238 ] 


| BOYS’ CLOTHING 
Where the best clothes 


will be found. 


Master Fred Jones, 
26 Madison St., 
Pern no, alo Y. 


Dear Fred: 


Of course, you'd rather be a boy than a girl, any 
day. Sure! You'd hate to spend as much time trying to look 
nice as girls do. Don't you hate those Saturday mornings, 
wasted, running around with your Mother---looking for a good 
suit that "suits" both Mother and you? 


Any fellow does. But, why not go to the BEST 
PLACE FIRST? You're sure to find what you want, in our 
store---and quick. It will all be over ina jiffy, and both 
you and Mother will be perfectly satisfied with the Price, 
the Style and the Value. 


And when you come in, bear in mind that we stand 
back of everything we sell you. Your money back if your 
suit doesn't last as long or fit as well as you hoped it 
Poi ene tes Tate. Tent at? 


Our clothes are better than the ordinary kind, but 
they don't cost any more. That means that they are the best 
boy's clothing values in town. 

Stop in the first afternoon you go out to shop with 
your Mother. Whether you are ready to buy or not, we'll be 
glad to "just show" you anything you like. 


Very truly yours, 


[ 239 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Preparations have: been made to 
give the best attention in the 
purchase of your School Clothes. 


Master Walter Rawlins, 
Dh Mains to. 
Binghamton, N. Y. 


Dear Walter: 


Just a week before school opens and over 
10,000 boys haven't yet bought their school clothes. 
Have you, Walter? 


Down here at BLANK'S we've put on extra 
salespeople and everything to take care of the last 
minute buyers. And we've put on some extra good 
values in boys' school suits at $15. Want you to 
see them. None but this big cash store can sell 
suits as good as these for $15. That's a fact and 
you'll find it out if you look around some. We've 
others, of course, for more and for less, but the $15 
line is our headline attraction. 


And you just ought to see our fine stock 
of blouses. Colors all guaranteed fast. Stockings, 
too, are a big feature here. Im tact, -cveryinine 
boy wears---in just the styles he likes best. 


When you come in ask for ee Bal 
be on the lookout for you and your mother and will 


personally see that you get fixed up alright. 


Sincerely yours, 


[ 240 ] 


BOYS’ CLOTHING 


Going straight to the boy 
about his clothes. 


Master Philip Harrison, 
Tie Mein Ste, 
Pittsburgh, Pa. 


Dear, rni lip: 


This is the month school opens--- 
this is the month 18,000 Pittsburgh boys will 
have to buy new things to wear---and this is the 
store most of them will look to for their needs. 


You'd better be thinking just what 
you want, and when you're ready for them we'll 
prove to you and mother that Blanks all-cash 
policy really does lower the cost of everything 
boys wear. 


Come in first chance you get---avoid 
the last minute crowds. We won't urge you to 


buy---won't have to. 


sincerely yours, 


[241 ] 


BUILDING RETAIL BUSINESS BY LETTER 


An appeal to reach the 
parent as well. 


Master Harry Fenton, 
11d Main St. < 
Boston, Mass. 


Dear Harry: 


We were just wondering if you got 
promoted and whether or not you'll like your 
new teacher. 


Going into a new class room is 
just like moving away to another town. You'll 
want to make a good appearance right at the 
start. Get your hair cut nicely, and your teeth 
and finger nails *all clean, and put on your.sood 
clothes, polish your shoes, and you can march 
right in feeling like a king or something. 


If you need a new suit or cap or 
anything to wear, you know where to buy it, 


don't you? 


Well, -here's luck to you and the 
hope that you'll get better reports than ever. 


pincerely yours, 


[ 242] 


BOYS’ CLOTHING 


A Thanksgwing letter to Boys 
about their clothes. 


Master Joe Wilson, 
eee Masri G : 
Gocepo, Cli: 


Dear Joe: 


Will you be as well dressed as the turkey 
is when you all sit down to your Thanksgiving dinner? 


Maybe that school suit you bought in Septem- 
ber is getting "kinder" shabby---maybe you've worn out 
or grown out of your last winter's underwear---maybe 
your shoes won't stand another half-soling and play- 
ing marbles has played havoc with your stockings. 


Mother thinks you're pretty hard on your 
Clothes, doesn't she---but just the same she wouldn't 
swap you off for a boy who isn't. ‘Thing to do is to 
get the kind of clothes that'll stand the racket. Our 
je Bato 


We are awful fussy about quality---won't 
handle anything that doesn't come up to standard. 
That's why Blank clothes wear so well, fit so well 
and look so good. Yet our prices are lower than most. 
This spot cash system of ours attends to that. 


Remember us whenever you need something to 
wear, and come in to see us whenever you get a chance. 


pincerely yours. 


[ 243 ] 


BUILDING RETAIL BUSINESS BY LETTER 


An invitation to come in, and 
bring other boys along. 


Master John Smith, 
Lid Marnie 
Utieacene 


Dear John: 

Didn't you get our last letter? 

Instead of writing to your Mother, we've 
been writing to you about that new Spring Suit, be- 
cause you're the one who has to wear it. 

No matter what kind of a suit you want, we 
have it and in the pattern and style you like. MAKE 
US PROVE IT! 


This is an invitation to come in, make yourself 
at home---bring your friends along. 


How about a school suit with a lot of handy 
pockets inside and out (some of ‘em secret)---and a 
top-coat that even a boy will tease to wear? 

You see, we THINK we know what you want. If 
we DON'T---you'd better come in and tell us, because we 
want to know. How are we ever going to know what to get 
for the Utica boys, if THEY don't tell us! 


We're waiting for you--- 


Sincerely yours, 


[ 244 ] 


BOYS’ CLOTHING 


A brief but effective follow-up 
to mothers. 


Mrs. J. W. Leonard, 
519 Dorchester Ave., 
Boston, Mass. 


Dear Madam: 
Your boy's clothes--- 


That, is an interesting subject with you. 
Like all Mothers you take a genuine pleasure in your 
boy's dress. 


For years we have made a study of clothes 
for the little fellows, and we well know that econ- 
omy of cost is of importance both with you and with 
us. Nevertheless, "Style" and "Proper Fit" are well 
fixed in mind in making our clothes for children. 


Our styles this season are so various and 
numerous, that nothing but a call at our Store will 
make you realize the variety of Boys' Clothes to 
select from---and the values we offer. 


Suppose you bring your boy in. Have him 
try on a few suits. You will find some really good 
values. 


Very truly yours, 


[ 245 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Boys’ Clothes will stand WEAR 
and TEAR to the utmost. 


Mrs. -M. NN. Pox; 
400 E. 10th St., 
Philadeiphia,~ Pa. 


Dear Mrs Fox 


To clothe boys economically and well, has 
been the object of this store for many years. It is 
not an uncommon thing to hear mothers say "I had no 
idea that you carried such a fine display of Juvenile 
clothing" aiter payine us i a.cinglelyici. 


We have studied boys' clothing and have 
concluded that "boys will be boys" and they must have 
a certain amount of sturdiness along with style in the 
make-up of their garments. 


The clothes we offer you for your boy will 
stand WEAR and THAR to the utmost. You will find 
many dressy, manly little suits, tor ads totes eaves 
and sizes; some in gray, blue, tan and brown. Smart 
plaids, checks and stripes; some elaborately trimmed, 
others a little more conservative. 


Suppose you stop in with your children and 
look over our stock at your leisure. We are confident 
you will be so impressed with what you see here, that 
you will not hesitate to make this place the outfitting 
NboOre Loe sow wore 


Very truly yours, 


[ 246 ] 


BOYS CLOTHING 


Stocks of Boys’ Clothing 


unusually 
time. 


~ 


large at this 


Mrs. W. C. Newman, 
MLO Roya! «obs, 
New Orleans, La. 


Dear Mrs. Newman: 


You may yet get your youngster that little 
mannish suit he'll surely admire. Our selection of 
Boys' Clothes is still quite large. But do not wait 
too long for later our line will not be so complete. 


The remarkable reasonableness of the outlay 
necessary to make the little fellow comfortable and 
neat at the same time is something you will appreciate 
if you will lst us clothe your lad. 


We will show you how to make him the best 
dressed little man in town, by putting a suit on him 
that has style, fit and finish. We'll take a genuine 
interest in him, and see that he is well pleased. 


Really, you shouldn't neglect paying us a 
visit soon. We'll appreciate your call with the little 
fellow. 


Very cordially yours, 


[ 247 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Boys’ Clothes tailored to give 
long wear and hold that shape. 


Mrs: Jo We Hare. 
413 Maplewood Ave., 
Boston, Mass. 


Dear Mrs. Hart: 
About that boy of yours--- 


Naturally, you want the most comfortable 
clothes for him---in fact, the best value for your 
money. 


The reason that mothers find our clothes 
for boys the most serviceable, and that means comfort 
and wear, is that they are properly tailored to hold 
their shape, and to withstand a lot of knocking about 
sad eM ts hig 


Any Mother whose boy has worn our clothes 
knows all about their special excellence, and will tell 
you about them if you ask her. And what is more, she 
will tell you that she pays no more for them than for 
others; and, since they last longer than ordinary Boys' 
clothes, they cost less. 


We'd appreciate a visit from you, if it is 
only to look over our many new styles and patterns. 


With kindest wishes, we are, 


Very truly yours, 


[ 248 ] 


BOYS’ CLOTHING 


A convincing letter 
to mothers. 


Mrssane eco donngbon, 
POge LeMnoVe you. 
Chacesons bl 


Dear Madam: 


No matter what your boy needs in wearables, 
you will find it here in better and larger assortment 
than elsewhere, and quality considered, for less cost. 


In buying our stock of merchandise, we have 
a fixed principle that we will not experiment with goods 
of unknown or uncertain quality as we consider it our 
duty to protect you against doubtful merchandise. 


tiers enomour idea to sell yours suit of 
clothes for your boy and then lose sight of you; we 
want you to be well satisfied with your purchase---so 
well satisfied that you will want to buy all your boy's 
clothes here. 


When you make a purchase here, there are no 
Teond1 pious’. 10s itseand ands’ about 1t. Tf our soods 
fail to give the service we pledge them to give, if they 
don't last the length of time we claim they will, we 
will let you be the judge of what is a satisfactory 
settlement. You must be satisfied. 

Come in any time with your boy. Visit to 
your heart's content. We never expect you to buy un- 
less you're in the mood. 


Cordially yours, 


[ 249 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Best known manufacturers have 
arranged to sell their apparel 
for Boys through us. 


Mrs. V. B. Hastings, 
500 Dorchester St., 
Dorchester, Mass. 


Dear Mrs. Hastings: 


In just a few more days summer will be over, 
the schools will reopen, and then will come the Fall 
problem of dressing your boy. And in times like these, 
it L678. prover: E 

I am writing you because I am sure you will be 
interested to know something of the unusual plans we have 
made for serving you and your boy this season. 


As I look over the fresh arriving apparel, I 
feel that we have been indeed fortunate in the shrewd, 
timely purchases which were made and that you and your boy 
will receive the benefit of these splendid qualities and 
attractive values. 


Some of the best known manufacturers in America 
have arranged to sell their distinctive boys' apparel in 
Dorchester through "The Greater Boys' Store." There will 
be charming Novelty Suits and Overcoats for smaller lads 
as well as Dubblebilt and Leatherized suits for larger boys. 
And the same applies to furnishings and headwear. 


In just a few days we will send you a copy of our 
new Fall Booklet, entitled "Your Boy". It contains actual 
photographs of Dorchester boys showing the best and newest 
Fall Styles. Please read it through for it is intensely in- 
teresting and should prove a valuable guide. 


Very truly yours, 


[ 250 ] 


BOYS’ CLOTHING 


Everything purchased here is - 
a real lesson to your boy in 
“value getting.’ | 


Mrs. B. E. Henderson, 
721 Springfield Ave., 
Macon, Ga. 


Dear Mrs. Henderson: 


We've grown a bit proud of the Uniform 
Satisfaction given by the Greater Boys' Store, as 
the South's handsomest Store for Boys is so favor- 
ably known. Mothers have said many nice things 
about us and we assure you it is a genuine 
pleasure to sell clothes that win such unsolicited 
praise. 


summer and school closing time will soon 
be here and we look forward with pleasure to meet- 
Ine you. and. your son personally, and. rendering 
such service and aid as we can in the selection of 
his vacation apparel. 


You will quickly see that everything you 
buy at Blanks. is a real lesson in value getting. 
It is the most that it is possible to give at the 
price you pay. You will find that we take an in- 
terest in your boy, and show him just a little 
touch of friendliness you do not find in all 
stores. 


Cordially yours, 


[ 251] 


BUILDING RETAIL BUSINESS BY LETTER 


We understand the exact 
requirements of the boy. 


Mrs. W. AL OsConnor, 
590 Main St., 
Philadelphia, Pa. 


Dear Madam: 


It certainly beats everything how a boy 
will wear out clothes. The little fellows are usual- 
ly restless, always on the go, kneeling, scrambling, 
scuffling, climbing, and in a hundred and one pranks 
that knock clothing to pieces. 


We well know the needs of boys. Our Boys! 
Clothes are made to wear and stand the strain of fabrics 
that will not rip and go to pieces; yet, our Suits are 
cut in the latest fashion with all the "kinks" and 
"oinger'" so admired by the little men---and their 
elders, as well. 


For little money we can outfit your boy for 
the Fall, and give him all the "Style" and "Sturdiness" 
he will require in excellent school suits. 

Why not arrange to look over our display in 
company with your youngster the next time you find it 


convenient to visit our store. 


Very truly yours, 


[ 252 ] 


BOYS’ CLOTHING 


Correct clothes hold a child 
in the right posture. 


Mrs. W. A. Brown, 
402 Main St., 
Boston, Mass. 


Dear Mrs. Brown: 


Do you keep a eareful eye on your boy's back, that 
straight, sturdy little back and those square shoulders? 
That back means his GOOD HEALTH---it accounts for his red 
cheeks and lusty voice. It means a pair of good lungs and a 
heart that does its work well. Posture means everything! 
You know that. 


Perhaps you have noticed how often a ragged news- 
boy's back is curved and weak-looking. It may be that his 
Mother does not know what you know---and doesn't say to him 
Poi. Voss land up sbraieht!" 


But--a bigger reason for it is---he is not clothed 
correctly. A well fitting suit, with the right shoulder 
lines, with an easy brace tailored into the coat, holds a 
child in the right posture, reminds him, just as you do when 
he "slumps". That is the description and the design of our 
Right-Posture clothes for Boys. 


Our WHAR-PLEDGE clothes are designed with as much 
care and as much thought, for the extremely active child--- 
they are proof against accident. To assure you of these 
claims, the makers of these splendid pieces of workmanship 
provide an Insurance Policy, which guarantees satisfaction, 
for six months. 


We have put as much thought and planning into our 
purchase of children's clothing as you have. Our HEART is 
in it, as well as our Head. Come in---bring the boy. Tell 
him about the book we give with each purchase. 


Very truly yours, 


[ 253 ] 


BUILDING RETAIL BUSINESS BY LETTER 


A general letter on 
Boys’ Clothes. 


Mrs= 2B wlsrries. 
809 Hastings St., 
Detroit, Mich. 


Dear Madam: 


This store takes a very genuine pleasure in 
fulfilling your boy's smallest need. That is because 
it has long had a secret ambition. It wants you to 
think of the Blank store as "the store for your boy's 
clothes". 


Outside of providing him with the things he 
wants, when he wants them, and at moderate prices, 
this store's here to serve him in every way it can. 
We say this and we mean it. 


It is not all a cold matter of Merchandise 
and Money with us---we want the Fast Friendship and 
Complete Confidence of everyone who trades with us. 
There's a bit of deeply genuine pleasure in seeing one's 
patrons reappear. 


Here's a suggestion you will surely profit 
by: COME IN AND LOOK AT THE NEW ISSUE OF WINTER OVER- 
COATS. RIGHT-POSTURE and WEAR-PLEDGE makers have 
just sent us their new designs, and they struck us as 
the finest selection of Boy's garments we've ever dis- 
played---at least since the war scarcities of All-Wool 
fabrics. 


Come in---bring your boy along, and visit 
to your heart's content. 


Very truly yours, 


[ 254 ] 


BOYS’ CLOTHING 


With every suit we give 
the boy a book. 


irs le Mo-W1Lo; 
456 East 5th Street, 
Bou. uOuLS, Mo. 


Dear Mrs. Wilo: 


Did you know that Blank's Boys' Department is a free 
circulating library for its little patrons? A book is given 
away with every suit---and that book can be exchanged for others 
until Next Fall, when it's time to buy another suit, and the 
beard, expires. 


These books are chosen by the same man who chooses our 
clothing---a man who KNOWS BOYS---and knows Mothers, too, for 
they are all books you'd approve of. 


This Boys' Library of ours is just meant as a symbol 
of what we want our whole SERVICE to be---public-spirited, valu- 
able to the little "future citizens" that come to us, with con- 
fidence, and entrust their clothing problems to us. 


You encourage thrift and economy in your boy. You'll 
find those qualities in our WEAR-WELL clothes, guaranteed for 
Six months wear or you get a new suit in its place. We can help 
you teach your boy lessons in VALUE. 


You often find yourself saying, don't you, "Do stand 
up straight, my boy. Don't you want to grow tall?" We have 
clothes that will constantly remind him, for you. 


We want to co-operate with you in every way. Believe 
us. Let us have the opportunity. We extend this invitation 
quite irrespective of any desire to induce you to purchase, but 
with the confident belief that you will be genuinely interested. 


Very truly yours, 


[ 255 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Clothes for Boys made 
to stand hard wear. 


Mrs. John Jones, 
$6 Liberty sSt., 
New Rochelle, N. Y. 


Dear Mrs. Jones: 


That rough-and-tumble youngster of yours is 
terribly hard on clothes, isn't he? And now that school 
is to be opening soon, with its baseball and football in 
the school yard and the long afternoons of hard play, it 
will be worse than ever. 


It's too bad you can't put him in armor plate 
or insure his clothes as you do your house, and be done with 
it! Perhaps you don't realize that there is a company that 
insures clothing in just that way---to safeguard you 
against loss. 


The "STURDY" clothes, one of the makes that we 
carry, are made by Blank, and he is so sure that he has made 
them without a fault or flaw, out of perfect materials, that 
he offers a unique insurance policy with every suit, which 
guarantees perfect satisfaction for six months. They are 
youthful maniy little suits, buil® for comfort: snd form one 
hard services. Then there are the WEAR-WELL clothes which 
we have explained to you before. Ask to see both makes, ~ 
when you cGome in. 


We are very anxious to take care of your boy's 
Fall requirements, and to please you with our Merchandise 
and with our Service. We will take a personal interest in 
your needs, and try to make you both want to come again, 
because you got the suit that you wanted---and because "it 
is so nice and friendly at Brown's": 


Come in with your boy and look over our fall line 
---all up-to-date and finely tailored. 


Very truly yours, 


[ 256 ] 


BOYS’ CLOTHING 


Clothes that are guaranteed 
to wear well. 


Mrs. M. B. Krauss, 
52 Center St. 
Boston, Mass. 


Dear Mrs. Krauss: 


We don't know of a more interesting store 
than this for Mothers of Boys, and we want you to know 
it better than you do. 


While economy of cost is a prime consideration 
both with you and with us, we do not permit ourselves to 
lose sight of the attractiveness of style and proper fit 
in making clothing for boys. 


We don't know of any other house that has so 
happily struck a balance between what a boy ought to 
wear and what his clothing ought to cost. 


It will be a great pleasure to show you what 
we have done for youngsters like your son if you will 
give us an opportunity. 


We have just received some new things in men's 
and boys' wearables that will be very suitable for 


gifts. Make this your Christmas shopping store. 


Yours very truly, 


~ P. S.. We are local agents for boys' Wearpledge Insured 
Clothing and Tom Sawyer Boys' washwear. 


BUILDING RETAIL BUSINESS BY LETTER 


Unusual values in Boys’ 


clothing. 


Mrs. B. E. Jones, 
VOU TROY S: bana 
New Orleans, La. 


Dear Mrs. Jones: 


You have probably spent some little time, in 
teaching your boy the value ofa dollar---it's a prob- 
lem with all parents. 


You want him to know that it takes a lot of 
work to get money and that when he spends it, it should 
do as. much work for bim anereiura. 


That's the reason that so many parents send 
their sons here for clothes. Everything they purchase 
of us is a real lesson in value getting. “Luts the wc, 
that it is possible to give at the price you pay. 


suggest to your boy that he come here for ‘his 
clothes---or better still, have him come with you. We 
have suits especially designed for youthful figures. 
They are stylish and will give long, hard service which 
make them low priced at the money you pay. 


I will help your boy get the best clothes 
values he ever had. You will find we will take an in- 
terest in your boy, and show him just a little touch of 
friendliness you do not find in all stores, and anything 
the boy should buy himself that is not satisfactory he 
always has the privilege of returning and getting his 
money back. 


Yours very truly, 


[ 258 ] 


BOYS’ CLOTHING 


Real Boys’ Clothes 
at this store. 


Mr. J. Gelosky, 
99 Ralph Ave., 
Lexington, Ky. 


Dear Mr. Gelosky: 


Have you a garden or a farm? Then you probably 
have some real, Honest-to-Goodness Overalls. I was going 
to suggest that you come down and let us fit you up in some, 
if you haven't. 


We have a lot of summer stuff that you'd like to 
see. Your friends have been coming in, lately---looking for 
some Khaki trousers and some shirts that are COOL, but not 
"sissy". We didn't have any trouble in pleasing them. 

We're sure we can do the same for you. 


We've been writing you for some little while, now. 
We hope you'll have some time---during your best and long- 
est vacation---to come in once in a while and see us. If 
you need a new swimming suit---or a light-weight "dress-up" 
suit---don't forget us. Come in any time, whether you want 
to buy or not. You're always welcome. 


Yours very truly, 


[ 259 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Telling the boy how his interests 
are looked after at this store. 


Master Jack Richards, 
111 Main-st., 
Birmingham, Ala. 


Dear Jack: 


Now I know Spring is here because 
I saw @ robin out in Woodlawn yesterday. And 
this morning we began bringing down our new Spring 
stocks of boys' suits and other things to wear, so 
we'd be all set when you came in for yours. 


But here's the real purpose of this 
letter and the others we've written you, we want 
to drive home the fact that Blanks Boys' Store is 
the one place in Birmingham where you can always 
get exactly what you want to wear, the best of its 
kind on the market and the most for your money, 
because we buy and sell only for spot cash. 


We try to serve every boy so well that 
he'll stick to us until and after he becomes a 
man--then some day maybe--he'll have a little boy 
of his own that we can also count among our loyal 
Customers. 


Sincerely yours, 


[ 260 ] 


; a. 
— ; - iC 
Ls pate py e 
« 
Section LV 


! 


DEPARTMENT STORE 


) [ 261 ] 





oe 


BUILDING RETAIL BUSINESS BY LETTER 


Store policy 
outlined. 


Mrs. Cleo Jackson, 
Rts dh =VSbOmeo- 
Liberty, New York, 


Dear Mrs. Jackson: 


Here are some thoughts that may induce you to 
visit us sooner than you expected. They are really im- 
portant things for you to know. Facts you may feel sure 
of on nearly every purchase you make here, large or small. 


This is the store that protects you. It pro- 
tects you against unreliable manufacturers. It protects 
you against goods having been bought at the wrong season. 
It protects you against loss of time, inconvenience, perm, 
annoyance, discourtesy and other things due to thoughtless 
management. 


More than that, I take a genuine pleasure in sav- 
ing you money through this superior merchandising system of 
ours. I study to save you trouble or other dissatistacgaen 
due in some stores to poor service or inefficient sales— 
people. 


You'll find our working force Jike one; Digl tar 
monious family. All work together in the interest of the 
customer. All are enthusiastic, loyal, attentive. All want 
you to make this store your store in every way it can. 


Your slightest wish, your smallest purchase, re- 
ceives our very best attention. Somebody called this store 
"the store with a heart and soul, and conscience." 


We won't be happy ‘till we have that visit from 
you. It will prove as profitable to you as to us---perhaps 
more so. Why not "obey that impulse" and come today? On 
the Great Clock of Time there's but one word---"NOW"'! 


pincerely yours, 


[ 262 ] 


DEPARTMENT STORE 


A good-will 
letter. 


Dear Mrs. Mason: 


Maybe you'd like to hear what one of our oldest 
patrons said about this store the other day. What she said 
pleases usmore than anything we have ever heard, because 
deep within us is an intense, real desire for the warm ap- 
Moovaleahnd firm confidence of every singite customer. Here's 
what the lady said: , 


"Why I could go into that store blind-folded and 
buy anything I wanted and get absolute satisfaction. It's 
Besvore Where even & child can go alone and buy." 


CONFIDENCE, you know, is a big word with a big 
meaning. This business of ours has been built upon the 
rock-solid Foundation of Confidence. That's why I sit down 
and write you this personal message today. This store wants 
your confidence. It wants your trade based on that confi- 
dence, or not at all. 


Frankly, if you didn't believe in this store thor- 
oughly, I'd hate to see you spend a single dollar here. Re- 
member, no matter WHAT the maker's name on any article you 
buy here, you have the ADDED GUARANTEER OF THIS STORE'S REPU- 
TATION BEHIND IT! That means, very plainly, "Satisfaction 
or money back". So every purchase you make here is at OUR 
risk, not yours. 


Right now, I'm especially anxious to have you see 
some very special offerings in many lines freshly unpacked. 
Really, I'm pretty sure it will prove a FORTUNATE visit for 
you. I think there are some surprises for you among them. 


Plan a special Shopping Trip to this store immedi- 
ately---if too late today, arrange it the first thing to- 


morrow. 


wincerely yours, 


[ 263 J 


BUILDING RETAIL BUSINESS BY LETTER 


How patrons are looked upon, 
and our instructions to the sales 
people. 


Mrs. H. Adler, 
Detroit, 
Michigan. 


Dear Mrs. Adler: 


Yesterday I had a little argument here in the store, 
with one of our salespeople. I thought it might interest you to 
know how it ended up., The clerk was told this: 


"The patron is the most important person in this 
store, first, last and always. Without patrons this store could 
not exist. Neither would your position be here. So, remember 
both you and I are obligated to the patron. In fact, we owe her 
everything." 


These were the very words used, and that's exactly how 
we feel about it. Your visit here compliments and honors us, 
Mrs. Adler. Every courtesy must be shown you; every facility of 
this store is at your disposal. It was put here for you. 


50, instead of being obligated to buy when you visit 
here, it is WE who are obligated. You thought enough of this 
store to come in and see its merchandise. If you didn't find 
exactly what you wanted, we're not sorry you didn't buy. We're 
glad. You'd never be satisfied with an article that wasn't what 
you wanted, and of course, we'd rather lose the sale than lose a 
customer. 


That's why you must always feel perfectly free to 
"come and go" here. Every article is in this stock to be shown 
to you, whether you buy or not. Everybody in this store is here 
to serve you. Every facility in every nook and Corer of 19975 
here for you. 


Come in often. Feel at home. You're thrice welcome. 
Never buy what you don't like. Never go away dissatisfied. 


Tell us about any little trouble. We'll fix it---and mighty 
quickly. 


Yours sincerely, 


[ 264 ] 


DEPARTMENT STORE 


A personalized letter that 
shows an earnest desire for 
the recipient’s business. 


Dear Mrs. Jacobs: 


This morning on reaching the office, I made up my mind, 
"T'm going to write, Mrs. Jacobs, personally, this very day." 
Naturally I had a special reason for this: I have always wanted 
your patronage, and I decided to plainly tell you so. 


I'm positive that this store's ideas of merchandise and 
your own harmonize perfectly. You can do better on nearly every 
article you buy here. I know you'll think this a pretty broad 
statement. But I'm sure of it, just the same. 


That's why you ought to be "our customer". ‘That's why 
this ought to be "your store". So I ask you to accept this earnest 
letter from me today as a very cordial invitation: Call without ifail 
on your next shopping tour. Let us prove all we say. 


Then, too, we've another thought in mind. Your influence 
counts for as much as your trade. We're very anxious to have you a 
friend of this store as well as a patron. 


By a friend, we mean one who believes in us. One who has 
firm faith in our merchandise and methods. One who takes occasion 
to SAY SO to any acquaintance she meets. Our store, you see,.is 
“advertised by its loyal friends." 


My letter's serious mission is to warmly invite you in--- 
so we may show you why our house is worthy of your patronage, 


friendship, and even praige. 


Come in soon. The sooner you come, the more you'll save. 
The better the values, the bigger your dollar's buying power. 


Cordue iow vores. 


[ 265 ] 


BUILDING RETAIL BUSINESS BY LETTER 


A store where the sales people 
are glad to “‘just show’’ things. 


Mrs. Paul Keyes, 
5689 Broadway , 
Chicago, til. 


Dear Mrs. Keyes: 


This store of ours is the glad-to-show-you 
store. Everybody in it is imbued with one idea. That 
idea is: "I am here to serve and satisfy the customer." 


It makes you realize we're not here merely 
to sell you merchandise, but to give you Real Service, 
Accommodation, Conveniences that any strictly modern 
store should offer its patrons. 


You like to deal with a store that's glad to 
get your trade. You like to feel that every dollar you 
spend there is really appreciated. You like to know we 
are anxious to have you delighted with even the small- 
est purchase. You like to feel that our rules are Rules 
of Accommodation instead of rules of Restriction. 


And you CAN feel that way about this store. I 
want you to know I'll deem it a personal favor if you'll 
come direct to me with the slightest complaint you may 
ever have to make. I can rectify it so quickly, so sat— 
isfactorily, I know you'll feel well repaid. A store is 
like an individual, you'see. It can't see its own faults. 
It must be TOLD about them. 


Now, there are many new things, fresh arrivals, 
splendid values, all waiting here to-day for your inspec- 
tion. Remember, there's not the slightest obligation to 
buy. In fact you CAN'T buy unless satisfied. 


Come right now---while the thought's warm in 
your mind. 


Cordially yours, 


~ [ 266 ] 


DEPARTMENT STORE 


Growth of the store due to 
the ideals of the management. 


Mrs. Charles Katz, 
15 Main Street, 
Poughkeepsie, N. Y. 


Dear Mrs. Katz: 


We entered another fiscal year in our 
business life the first of this month. It hard- 
ly seems possible that nearly sixty years have 
passed from the time the store had its beginning 
in a small building on the corner. 


These present large proportions have 
not been accomplished without the aid of the many 
thousands of our loyal customers who have traded 
with us during all the years; some of the first 
still remain and lovingly speak of "Our Store". 


Our policy has always been to offer de- 
pendable merchandise at prices lower than our com- 
petitors, and to keep our service pleasing and agree- 
able. 


The year ahead calls for better, bigger 
things than those we have achieved in the past. We 
are happy for the many friends we have made and shall 
press on to gain more in the days ahead. 


If you have not already become acquainted 
with our store, we cordially invite you to come in 
and permit us to prove to you that our merchandise 


is the best to be had. "Our prices make down-town 
. shopping extravagant", and our service will meet your 
requirements. 


Yours for service, 


[ 267 ] 


BUILDING RETAIL BUSINESS BY LETTER 


A letter to build 
good will. 


Mrs. Abalt, 
1346 Prospect Ave., 
Y Orie tenia 


Dear Mrs. Abalt: 


We have endeavored to make the name of "BLANK'S" 
a household word among the people of York. We believe, our 
customers have faith in us---that they feel that any article 
they buy here must be right or we wouldn't sell it to them. 


It has been our aim to create just this reputation and 
we mean to hold it, Mrs. Abalt, and make your confidence in us 
stronger every day. 


Our buyers are highly paid and have had long experi- 
ence in their work and they have studied the likes and dislikes 
of the people of this community for many years. They go often 
to the source of supplies---where they can get the best quality 
merchandise and ‘the latest styles that Fashion has to offer: 


We hope you will confine your trading to our store and 
feel that the things you buy here can't be duplicated in Quality 
Price, and Style. 


Won't you assure us of your faith in us, by coming 10 
soon? Even though July is a hot month, you will find our store 


a cool place to shop and our stocks new and interesting and full 
of suggestions. 


Cordially yours, 


[ 268 J 


DEPARTMENT STORE 


The pleasure of shopping m a 
modern, well ventilated store. 


Mrs. Mary Fuller, 
35 President St., 
New Britain, Conn. 


Dear Mrs. Fuller: 


Don't you find it a pleasure to shop in 
- @ store where the ventilation is good and where there 
is plenty of daylight in every department and the 
convenience of modern equipment at your Service? 


We have sincerely tried to make this your 
Ideal Store, and we hope we have succeeded. 


Here you will experience no unnecessary de- 
lays in waiting for your change or charge O. K. and 
your purchases will be promptly delivered. The con- 
venience of the customer is our first consideration. 


We aim to make our service so perfect that 
there never will be any cause for complaints. But mis- 
takes sometimes do occur, no matter how much care is 
exercised. If this should ever be the case, please 
let me know, personally, and it will be speedily and 
satisfactorily adjusted. 


Our Ready-to-wear department has just been 
flooded with very attractive suits, dresses, hats and 


all the other necessary apparel for early Fall. 


You are always welcome, whether you come to 
buy Or just to visit: 


Cordially youre, 


[ 269 ] 


BUILDING RETAIL BUSINESS BY LETTER 


A store that charges less 
because of its economical 
management. 


Mrs. A. Jacobs, 
218 Henry St., 
Austin, Texas. 


Dear Mrs. Jacobs: 


Why is it that this store can often charge you 
less than another, for the BEST quality. 


The reason is this: - ECONOMICAL MANAGEMENT. 
Our customers MUST NOT have to pay an extra profit for any 
carelessness, wastefulness or improvidence of ours, in run- 
ning our business. Unnecessary expenses and losses are de- 
ducted from our own profit---not added into our prices for 
YOU to pay. 


There are a good many ways we protect ‘your inter- 
ests by CAREFUL BUYING, too. We keep a weather eye on the 
market and BUY when prices are at their lowest point. Al- 
though we pride ourselves on our variety, we seldom have 
"“over-stocks" of out-of-date merchandise to get rid of at a 
loss. We try to save YOU money by a little efficient 
thrift, wherever we can. 


We carry the BEST---every article in our store 
represents the MOST you can get for the price you choose to 
pay. Have you ever made comparisons, to prove that what we 
say is true? Sincerely, we wish you would! 


Very truly yours, 


[ 270 ] 


DEPARTMENT STORE 


A store that sells for less 
because of its huge buying 
power. 


Mrs. Nellie Wallace, 
2526 Broadway, 
Wheeling, W. Va. 


Dear Mrs. Wallace: 


It is needless to state that the subject 
about which I am writing has caused heated discussion 
in your home, with your neighbors, while on a shopping 
tour, and scores of other places where this is the top- 
ic of the day---the most talked about subject---"THE 
HIGH COST OF LIVING". | 


If you have heard about, or have recently 
visited Blank's you know that this store stands dedicated 
to economical buying which means---obtaining the BEST at 
the most bona fide. bargain price. 


Everybody knows that the most precious asset 
of a Department Store is thoroughly trained competent 
Buyers with "plenty of CASH". It may be of interest for 
you to know that this store is linked to a mighty chain 
of popular priced stores, extending from coast to coast, 
with a buying power of over twenty million dollars. It 
is, therefore, only natural that if you BUY HERE, YOU 
BUY FOR LESS. | 


Let it be known then, that our main endeavor 
is to serve you in an economical manner---to help YOU 
LOWER THE HIGH COST OF LIVING. 


Come in at any time and let us prove this state- 
ment. 


Sincerely yours, 


[ 271 ] 


BUILDING RETAIL BUSINESS BY LETTER 


A good-will letter mentioning 
new conveniences. 


Mrs. Henderson, 
500 W. 4énd st., 
Baltimore, Md. 


Dear Mrs. Henderson: 


From the time of this store's birth five 
years ago, we have endeavored to give you unparalleled 
service and DEPENDABLE merchandise at reasonable pri- 
ces. And with these fundamental principles ever work- 
ing this store has become the favorite shopping center 
for thousands of Baltimore citizens. 


During the new-born year, we shall concen- 
trate every effort so as to give the out-of-town folks 
the best possible service. Specials, which will be 
paramount in value giving-~-newly organized mail-order 
department, with expert shoppers~--and merchandise guar- 
anteed to be dependable in every sense of the word, are 
now at your disposal. 


The enclosed leaflet has been inserted so as 
to demonstrate to you the superior values this store 
will offer you from time to time, and remember, we pay 
postage. 


Hoping that the year 1923 will be a prosper- 
ous one to you and that we may be so fortunate as to 


number you among our patrons, we are 


Cordially yours, 


[ 272 ] 


DEPARTMENT STORE 


A general letter about the 
store’s merchandise. 


Mrs. Anna Haggerty, 
45 Church Ave., 
Mansfield, Ohio. 


Dear Mrs. Haggerty: 


It is a matter of pride with us to have the 
largest stocks of merchandise in Canton. And, we are 
equally proud of the fact that the test of quality has 


entered into every purchase made for the autumn and win- 
ter seasons. 


Every department on each of our six floors is 
splendidly stocked with fresh, new merchandise of the very 
best qualities the markets afford. We will deem it a 
privilege to show you the many beautiful fabrics, styles 
and novelties that are here for your approval. 


Especially will you be interested, we are sure, 
in the very extensive showing of the finest quality silks 
and dress goods in the specialized department on the second 
floor. Nowhere in this part of the state will you find 
more complete stocks. And the apparel sections on the 
third floor, too, are aglow with the newest styles that of- 


fer a variety equaled only in the largest cities of the 
country 


We have labored for thirty-two years to build up 
this business---to make friends and to keep them through 
offering only the highest qualities and through rendering 
a service that is courteous and satisfying. We want your 
patronage on this basis. 


We feel confident you will find The Daylight Store 
the logical one in which to fill your requirements for the 
coming months. 


Cordially yours, 


BUILDING RETAIL BUSINESS BY LETTER 


Inconvenience due to extensive 
remodeling now nearing com- 
pletion. 


Mrs. E. Christiinge, 
475 Broadway, 
Kingston, N. Y. 


Dear Mrs. Christline: 


For about six months, our store has been torn 
up, in the process of remodeling. We have appreciated 
the fact that it has meant some inconvenience to you and 
your friends. 


But now, after a long, tedious period, we are 
all straightened up again---and we can promise you that 
it will be a real :comfort and pleasure to you, to shop 
here, from now on. 


We want to assure you, Mrs. Christline, that all 
of these changes and improvements have been made with the 
sole thought of making your shopping more convenient and 
profitable. The old "Bug-Bear" of slow service in handling 
sales has been corrected. Better elevator service to the 
upper floors has been provided---and all through the house, 
every change has been made to further the customer's inter- 
ests. 


We want and appreciate your patronage and we hope 
to make our service and the quality of our merchandise thor- 
oughly satisfactory to you. If they are not, in any way 
whatever, we would be grateful for an opportunity to make 
right any error or omission that has come to your attention 
---or of adjusting any complaints you may wish to make. 


Come in soon---and often. We always appreciate 
your visits. 


Cordially yours, 


[ 274 ] 


DEPARTMENT STORE 


Store owned and controlled by 
men born and raised locally. 


Mrs. Evelyn Jacques, 
69 E. Third Street, 
Worcester, Mass. 


Dear Mrs. Jacques: 


Of what good would this fine store with all 
its shopping conveniences be to you if the merchandise 
didn't please you? 


Our high qualities of merchandise, our prices 
based on present day markets, our splendid assortments 
---all attest the leadership of this store. You will 
find Blank's the BEST place to fill your individual 
requirements. 


Blank's is a Worcester enterprise, owned 
and conducted by men born and raised in Worcester 
---men who know by long years of association, the 
personal needs of its people and who make a concerted 
effort to supply these needs. 


Come in and let us show you what our expert 
Buyers have gathered for you this season from the fore- 
most markets of the world. 


Very truly yours, 


BUILDING RETAIL BUSINESS BY LETTER 


Mentioning the various depts. 
and suggesting a visit now. 


Mrs. W. H. Henderson, 
576. Thomas oy. 
Danviiived a 


Dear Mrs. Henderson: 


You know yourself how you feel when you have something 
new with which you are particularly pleased---you very naturally 
want to show it to your friends. 


So you'll understand us when we say that this new store 
of ours has a personality and individuality which we can only enjoy 
to the full through the welcome it receives from our friends. 


We can't begin, Mrs. Henderson, to tell in this letter 
how much there is here to interest you. But there is the new Toy 
Shop and big Kitchen Department and an exceptionally fine array of 
pottery in the basement, which is now connected with all floors by 
the elevators. 


On the first floor, in addition to the new Shoe Shop for 
Grown-ups and Little Folks, the Silk and Dress Goods departments, 
the Shop for infants and Children have been enlarged. Conveniently 
located on the second floor, is the Lingerie section, and the Petti- 
coat corner with Blouses, Sweaters, Corsets and Millinery for neigh- 
bors: 


Really metropolitan Apparel and Fur Sections for women, 
small woman and young misses occupy the whole of the third floor. 
And last of all, on the top floor, is the bright new home of 
Curtains, Hangings and Rugs. 


"A look," says the Japanese proverb, “is worth a thousand 
words!" So please consider this letter a personal note of welcome 
and greeting to the new BLANK store, that you may see how we have 
interpreted our ambition for the "finest department store in Cook 
County." 


Very ‘sincerely young; 


[ 276 ] 


DEPARTMENT STORE 


Announcing completion of alterations 
and suggesting visit during State Fair 
Week. 


Dear Mrs. Lee: 


It has been quite some time since I wrote to you; but 
good news is worth reading anytime, and as I have so very much 
to tell you, I don't believe I can tell you in the limited space 
of one letter. 


In a way, I feel like the young man who has just step- 
ped into his first pair of long trousers: I want everybody to 
know about it, Mrs. Lee. 


We have just about completed a wonderful change in our 
store. Our growth has been so rapid, so healthy and so gratify- 
ing that, to properly take care of it, we have remodeled on a 
modern scale, every single department in our store---and there 
are twenty of them. 


Up-to-date patronage requires up-to-date service, and 
I am proud to say that, with all the new fixtures, two new ele- 
vators, automatic cash register system and accommodation desk, 
we will be in a good position to serve you with intelligence and 
dispatch. 


Coming to Terre Haute to the Fair? Be sure to visit 
our new store with. its four salesfloors of new Fall and Winter 
merchandise. Do your Fall and Winter shopping while here. We 
will refund your railroad fare on the basis of your purchases. 


Be sure to anticipate as much Holiday buying as is 
practicable because the stocks are ready now. By attending to 
these wants early you will be assured of best selection and you 
will be safeguarded against advancing prices in all lines. 


Hoping to see you here during the Fair week and antic- 
ipating the pleasure of a personal acquaintanceship, I am 


Cordially yours, 


[277] 


BUILDING RETAIL BUSINESS BY LETTER 


Pointing out that the customer’s 
friendship is considered most 
amoportant. 


Mrs. Mary Booth, 
od OLIVer Sie. 
Cedar Rapids, Jil. 


Dear Mrs. Booth: 


This business of ours isn't all just cold "merchandise 
and money". There's something else worth-while. That is---the 
feeling that our customers are our friends. 


We want them to believe in us. We want them to have 
faith in our merchandise---the utmost faith. We want them 
to feel that our store is utterly at their service, at all 
times. That's the way we want to feel about you, and whatever 
share of your patronage you choose to give us. 


Our idea is to make constant improvements, not alone 
in our stock of merchandise, but in our methods of selling our 
service throughout this store. Our ambition, Mrs. Booth, is to 
do better for you today than we did yesterday---and to show you 
an even greater improvement tomorrow. 


Our constant thought is that, by close attention to 
your interests in the values we offer, by uniform courtesy, by 
painstaking attention to your every want, by prompt deliveries, 
and by service that brings to you a sense of real pleasure in 
dealing with us, we hope to merit more and more of your patron- 
age as the days go by. 


Our stocks at this time are so very complete that we 
hope you will make it a habit of coming in often. You are 
always welcome here, whether in a buying mood or simply visit- 
ing. Why not make that visit within the next day or two? 


Cordially yours, 


[ 278 ] 


DEPARTMENT STORE 


In our store patrons are 
treated as guests. 


Mrs. Kate Smith, 
52 Third Avenue, 
Newark, Ohio. 


Dear Mrs. Smith: 


We should like you to feel that, above all things 
this is the hospitable store. Our idea is that when you are 
here we want you to feel as much a Guest as you are a Customer. 


Yourare wider our roof. You have honored us with your 
presence. Every consideration is due you. Every courtesy, 
every attention will be extended. It is our wish to please you 
in every respect, and to make your stay as pleasant and comfort- 
able as possible. 


Just now is an especially opportune time for you to 
visit here. Never have our stocks been in such an excellent 
condition---we have a wide variety of fresh arrivals in nearly 
every department. You are sure to find just what you want at 
the price you want to pay. . 


There is a sense of security about buying an article 
at this store which in itself is worth quite a good deal. You 
know that the quality of anything purchased here must be right 
or we stand ready to replace it. You know that you have but to 
mention any dissatisfaction and we will promptly see that it is 
remedied. 


Make your visit here a regular occurrence. You will 
find us always ready to "just show" you anything in which you 


are interested. 


Cordially yours, 


[ 279 ] 


BUILDING RETAIL BUSINESS BY LETTER 


To win more ‘‘word-of-mouth’’ 
publicity. 


Mrso be burns: 
456 Monroe St., 
Grand Rapids, Mich. 


Dear Mrs. Burns: 


Recently one of our best customers made this remark 
to another lady who buys here: "I like to go there because 
they're always so reasonable, you can depend upon any article 
they sell you, and they're always so nice about rectifying any 
little mistake." 


This indeed was very flattering, and naturally enough, 
the four good points mentioned in our customer's complimentary 
remark really represent the cordial virtues every dependable store 
Should have. You will excuse us, therefore, if we feel a bit proud 
over this kindly comment. 


No advertisement of any size that we could print would 
be one-half as effective as word-of-mouth publicity like this! 
We prize it more highly than anything we can say. This letter is 
written to you to-day with the hope that sometime we may merit the 
same good thought from you. Our pride is not only in pleacimaeeus 
customers but in having them SAY they are pleased. 


There are just now very many attractive new showings of 
incoming apparel---smart coats, capes, suits, waists and dresses--- 
and we feel sure it's about time for a visit from you. They contain 
many agreeable surprises for you---styles and values that perhaps 
you didn't expect to find. 


We look -forward to the pleasure of seeing you here before 
many days. And rest assured it is always our desire to have you 
feel perfectly at home about asking any service it is within our 
power to render you. 


Won't you come in soon---and often? 


Cordially yours, 


[ 280 ] 


DEPARTMENT STORE 


Fresh stocks always and priced 
for immediate disposal. 


Mrs. S. Jones, 
254 Mott Avenue, 
Elint, Mich. 


Dear Mrs. Jones: 


The spirit of this store is that of SAVING money 
for its patrons instead of having them SPEND it. We want to 
"earn" for every customer as many dollars as we can in her pur- 
chases during the course of the year. Our merchandising, and 
our pricing system, are all founded upon this conscientious 
principle. It is the foundation of our very business. 


This store's prices have brought it many friends--- 
people, Mrs. Jones, who respect the values it offers as repre- 
senting their full money's worth. You are entitled to this, 
wherever you buy. 


Our policy has always been to keep stocks fresh and 
new---ever changing and ever attractive to the modern minded 
woman. The merchant of by-gone days often bought huge quanti- 
ties at big reductions, with the result that his stock was 
often stale. This system has passed away. We make smaller 
but steadier profits, through keeping our stocks strictly up- 
to-the-minute. 


Every rule of this establishment is aimed toward 
pleasing the customer. The Customer is our first considera- 
tion. Without Customers we would have no store. 


We hope you will take pleasure in frequent visits 
here, as we feel that we have always something of interest to 
show you. You have always the assurance that unless you are 
100% satisfied with your purchase, we are ready to make it 
right, cheerfully and quickly. 


Cordially yours, 


[ 281 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Free telephone service 
for patrons. 


Mrs. William Burns, 
2445 Third Avenue, 
Fresno, Cal. 


Dear Vrs. Burne: 


Many years of experience in the retail 
business convince us that the public wants quality. 
Determined that our merchandise and policy must 
satisfy our patrons, we have built an organization 
that has gained prestige, not only locally, but 
throughout the West, by methods of fair dealing. 


The Globe is recognized as one of 
Fresno's leading stores, where satisfaction ac- 
companies every purchase or the sale is not complete. 
Fresno patrons may take advantage of the many special 
events, that are constantly being announced, by 
calling Pacific 1300. This is a free telephone serv-— 
ice for our Fresno customers and deliveries are made 
daily without delay. 


We never quote comparative prices. Our plain 
statement that merchandise is to be sold at a price can 
be taken as an honestly stated fact, entirely worthy of 
your belief. We let you be the judge of value. 


Respectfully, 


[ 282 ] 


DEPARTMENT STORE 


Criticism welcomed. Aim is 
to make this the store of 
“ideal service.’’ 


Mrs. P. Freund, 
2564 Cannon Street, 
roy pe Y 


Dear Mrs. Freund: 


It has long been our desire to make this, 
the Blank Company, the Store of IDEAL SERVICE." 


Criticism is usually distasteful to the 
average person or organization, but unlike others, 
we invite criticism---for just criticism is as es- 
sential to improvement as the corner stone to the 
Modern Building. 


As it is our desire to merit the unquali- 
fred confidence of our customers and in our efforts 
to do so, we ask that you point out to us any short 
comings of ours that may have come to your attention. 


"SERVICHE"---is the thought uppermost in the 
mind of the management of this company and we frankly 
invite criticism to strengthen our organization. 


Time, in this busy day and age is most valu- 
able---nevertheless thoughts that you might advance 
to us for the betterment of our services would be ap- 
preciated---we consider complaints as expressions of 
friendly interest in us. 


Cordially yours, 


[ 283 ] 


i 


BUILDING RETAIL BUSINESS BY LETTER 


We want you to feel perfectly at 
home -here. Now is a good time 
to see New Fall lines. 


Mrs.2 Hy ee ones 
poe ULaye AY Cee 
Kane, Pa. 


Dear Mrs. Jones: 


Don't you feel a sort of warm pleasure when you call 
on a friend or neighbor that you really care for---like to chat 
with, and in whose house you feel perfectly at home? 


One of our chief aims, Mrs. Jones, is to make you feel 
the same way when you enter this store. We want you to feel 
that while we are operating it, this store is nevertheless YOUR 
store, and that as our customer you are our guest as well. We 
want your friendship and your confidence, for we realize the 
mutual benefits that arise from them. They are our most impor- 
tant asset. 


As August wanes there is bound to arise an inclination 
on your part to purchase your Fall garments, materials, etc.--- 
or perhaps you have school children to provide with suitable 
things for school days. 


Surely, then, this is the time to think of Visitine 
BLANK'S for the new Fall lines are coming in every day, and we 
are sure you will enjoy buying from the larger and better as- 
sorted stocks which are now ready. 


The cost of visiting our store is reduced by ourvrari= 
road refund plan, based on the amount of your purchases. 


Karnestly hoping that you will avail yourself of the 
early selections, and assuring you always, svery measure of sat- 


isfactory shopping service, we are 


Respectfully yours. 


[ 284 ] 


DEPARTMENT STORE 


An appeal linked up with 
State Fair Week. 


Mrs. Herbert Faber, 
25 Madison St., 
besa eee OS a 


Dear Mrs. Faber: 


Surely you are coming to the Illinois Free State 
Fair, which is to be held in Streator Sept. 29th to Oct. 4th. 
It's going to be the largest and best Fair of all and you can't 
Birord to miss it. / 


We want you to take this letter as a personal in- 
vitation to make this store your headquarters while in Streator. 
Our conveniences and accommodations are yours; feel free to 
use them. Our accommodation Desk on the main floor will care 
for your baggage or any article which you may want to leave. 


Why not combine the visit to the Fair with a Fall 
shopping trip to Blank's? 


It is a most opportune time because the vast majority 
of early Fall merchandise is already in stock, having been 
specially provided for your selection during Fair week. Also 
it will be a splendid time to get acquainted with the improved 
Buoppinearacilities of this store. 


We are building a very large out-of-the-city trade, 
by selling the best merchandise procurable, at right prices--- 
and we are making fast friends by our careful and painstaking 


service. 


We want to ask you to take advantage of our free 
fociroag rotund plan, Be sure to see us about it. 


Awaiting the opportunity of serving you, and trusting 
to see you during Fair week, we are 


Respectfully yours, 


[ 285 ] 


BUILDING RETAIL BUSINESS BY LETTER 


A store that serves its patrons with 
care, promptness and courtesy. 


Mrs. Harry Rubin, 
234 West 116th St., 
Schenectady, N. Y. 


Dear Mrs. Rubin: 


Did you ever stop to consider why you shop in 
one store in preference to another? Have you ever thought 
it was the courteous service and painstaking care on the 
part of those who waited on you that impressed you so that 
you just naturally thought of that store when you started 
out to buy? 


Well, that is exactly where we stand in rela- 
tion to our customers, and it is the precise reason why 
so many out of town shoppers like yourself, come to our 
store first when they come to Albany. 


We were. paid quite a tribute by one of our out-. 
of-town customers the other day. She told one of her 
friends "If you can't find it at BLANKS you need look no 
farther." While this is a bit exaggerated, we felt very 
proud, nevertheless, of the confidence which this lady has 
in our store, and the fact that she thought of BLANKS as 
a department store in which almost everything could be pur- 
chased satisfactorily. 


We do not believe there is a store anywhere, no 
matter how large, nor how carefully conducted, that serves 
its customers with more intelligence, more care, more 
promptness and more courtesy than we, and on the strength 
of that we feel that we, right here in your section, are en- 
titled to your most earnest consideration. 


Right now, our showing of ready-to-wear garments 
is complete. You must make it a point to stop in the first 
opportunity. You'll be impressed with the variety, quality, 
individuality and exclusiveness of these garments. May we 
expect you soon. 


Cordially yours, 


[ 286 ] 


DEPARTMENT STORE 


Featuring ample stocks 
in every department. 


Mrs. oe Ll. -Fisher, 
897 Van Buren Ave., 
Mise. Okla. 


Dear Mrs. Fisher: 


Since writing to you a few weeks ago, Winter 
with all its requirements is here in earnest, and I am 
happy to say that never in our history have we stocked 
such a wealth of wanted merchandise, in the staple lines 
as well as apparel whose chief charm and desirability is 
hecuy te," 


A Tulsa woman who just returned from the East 
told-me that she was amazed at the completeness of every- 
thing in this store---the varieties, the styles and the 
reasonableness of prices; she congratulated me on keeping 
our store attuned to the times with the same care and in- 
telligent preparation as the very large metropolitan stores, 
and said that she could see no reason for going outside of 
our doors for most everything she needed. 


It was for this result that I increased our buying 
staff so that all departments should receive the same atten- 
tion---as if the very success of this business depended upon 
the results attained in that one section. Everything from 
a spool of thread to a luxurious Fur set is bought with 
equal care as to its importance. 


The next time you come to. Tulsa, I'll appreciate 
it if you will come to my office on the third floor and ask 
for me---just introduce yourself and say that you want to 
be shown through every department; whether you want to buy 
or not makes no difference. 


Cordially yours, 


[ 287 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Extensive remodeling nearing 
completion. Many improvements. 


Mrs. Florence Smith, 
890 Third Street, 
Brookvale ots 


Dear\ Mrs. Smith: 


As the alterations in our good store are near- 
ing completion, the result is proving to be even better 
than anticipated. In fact, the new merchandise, more con- 
venient arrangements and better facilites will make your 
shopping here a pleasure. 


For several months, Mrs. Smith, we have been en- 
larging, remodeling and refurnishing the store throughout. 
These changes enable us to carry larger stocks and make 
this more than ever a friendly, home-like place where cour- 
tesy, promptitude and appreciation are all these words im- 
pilye 


Probably one of the most noticeable improvements 
is the enlarged millinery department in its new quarters on 
the second floor. It is now under the new management of 
Mr. A. I. Blank, who, until very recently, was foreign buy-— 
er for the retail millinery department of the Brown store 
of Chicago. 

You must come in soon. We will show our appre- 
ciation in the good values and better service we offer now. 


Sincerely yours, 


[ 288 ] 


DEPARTMENT STORE 


A letter that tells in an 
interesting way the many 
departments. 


Mrs. S. Davies, 
mia Wo teth Su. , 
Bancon, Ohio. 


Dear Mrs. Davies: 


You have always envied Jack and his Beanstalk, I 
am sure, because of the Wonderful Things he found at the top. 
We have started to grow like Jack's Beanstalk---UP. We fur- 
nish an elevator and invite you, cordially, to climb up our 
first little sprout to the second floor, and to explore the 
Wonderful Things. to your heart's content. 


There you will find a new MILLINERY DEPARTMENT, with 
hats which will nod themselves at you luringly, like lazy pop- 
pies on the stalks. You MAY smile at them and pass by---but 
beware---you may try them on and nod at yourself approvingly! 


Then comes that dainty, delectable department, the 
BABY SHOP---the Pinks and Blues and Soft Woolens---so dainty 
and yet so serviceable. 


Here in our new CORSET SHOP, you can find the lines 
---just for you---which will improve so much that new serge 
PCoOCk Ot vy OUTS. 


There is the BOOT SHOP, which will complete your joy 
---Shoes for tramping or for dancing; Boots and Rubbers for 
that slush which follows the first warm snows. 


Then you are tired---and---dear me!---your nose is 
a bit shiny, you feel sure! There is the REST ROOM and the end 
of a perfect day. 


We are so proud of our new Beanstalk, Mrs. Davies I 
know that our enthusiasm will be contagious. You are very wel- 
come. We will be glad to see you and to have a chance to serve 
you again. 


Very sincerely yours, 


[ 289 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Abundantly supplied with gift 
merchandise and toys. 


Urs. ht ei Muri: 
2445 Second Avenue, 
Framingham, Mass. 


Dear Mrs. Murphy: 


Christmas time and the New Year rapidly 
approaching, directs our thoughts to the period cf 
gift giving and time for new resolutions. 


. Christmas time has always found us abun- 
dantly supplied with desirable merchandise and the 
toys so dear to the hearts of the children. We 
take this opportunity to invite your inspection. 


Karly shopping has been requested by our 
Government and the time for gift giving is rapidly 
approaching. 


The New Year brings to mind resolutions 


to give better services, thereby, showing greater 


appreciation, if possible, for patronage already 
given us. 


Cordially yours, 


[ 290 ] 


DEPARTMENT STORE 


A Thanksgiving 
letter. 


Mrs. Philip Nelson, 
126 Weeeord ou, 
Canton, Ohio. 


Dear Mrs. Nelson: 


Thanksgiving: The "Season of Plenty" is 
just around the corner. May it prove the very hap- 
piest you have ever spent. 


Although this store has many reasons to be 
thenktul, yeb-16 will, be doubly thankful if it can 
win you for its steady customer. Candidly, that's 
why I write you this Thanksgiving letter today. 


You see, the prosperity of this store and 
its patrons is mutual. A good store grows on its cus- 
tomers. Its customers grow on it. And that is as it 
should be. Now, this store wants your friendship, 
your confidence, your trade. Without them, I would feel 
we lacked the support of one of the city's most influ- 
ential homes. 


And because I'm anxious to have you for a 
loyal customer of this store, I particularly want to 
make sure you will call to see our Winter Display of 
suits, coats, dresses, waists, gloves and hosiery, for 
I know you will be more than gratified. You'll really 
be delighted you came. You'll be firmly convinced you 
can do better at this store than elsewhere. 


Pardon me if I seem over eager to have you 
come in, but your visit means much to us. We are await- 


ing your call with the warmest expectancy. I hope you 
Wild honor US with it soon. 


Sincerely yours, 


[ 291 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Fifth floor is a gift 
shop right now. 


Mrs. Mary Appel, 
244 Greenwich Street, 
Hudsons: Wee 


Dear Mrs. Appel: 


The most perplexing gift problems areucaci 
and quickly solved at the Blank Store. 


Our comprehensive stock of Gift merchandise 
will suggest an appropriate selection and enable you to 
obtain a suitable present. 


Besides the many suitable gift items on every 
floor and in many departments we particularly call your 
attention to our Gift Shop on the Fifth Floor. A com- 
petent salesforce will assist you in making a selection 
appropriate for any occasion. 


We assure you will find, in this beautiful 
Shop, Gifts for all the seasons, distinctive in taste 
and original in design, presents which will be appreci= 
ated by the recipient. 


e 


Very troiye yours, 


[ 292 ] 


DEPARTMENT STORE 


A Christmas letter suggesting 
useful gifts this year. 


Dear Mrs. Ludwig: 


We feel sure that you will agree with us that use- 
ful presents (except to the children) are to be the proper 
thing this Christmas. 


And we hope that,in doing your Christmas shopping 
you will come to this store---for with this very thought in 
mind we have prepared to serve you better than ever before. 


We have a seemingly infinite array of fitting gifts 
---sensible, practical, odd, distinctive---gifts new and unique 
---gifts of time-honored Christmas tradition---gifts for 
every member of the family down to the baby, for every friend, 
acquaintance, employee---the Big gifts, moderate-price gifts, 
and inexpensive little remembrances. 


Indeed, we are confident that every gift perplexity 
will find a happy solution here, and if by any chance it should 
not, we know our Gift Certificates will solve your problem most 
Satisfactorily. They may be bought for any amount, and permit 
the recipients to exercise their own preferences in selecting, 
insuring a gift that is right in style, color, size and all 
other features. 


We simply ask you to remember that "the name Blank 
on a Christmas gift stamps it with the seal of quality"---a mark 
which both giver and receiver know and accept as authentic proof 
of excellence. 


But please do not wait a day longer than necessary. 
Come tomorrow if you can---look over our stocks as much as you 
wish---you will be welcome whether you buy or not---and on all 
four floors you will find displays which we believe will prove 
interesting and profitable to study and a courtesy which has its 
fountain-head in our appreciation of your visit and our sincere 
desire to be of real service. 


Yours: ~ruly, 


[ 293 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Every department now featuring 
suitable gifts. 


Mrs. oonn Clarke: 
2645 Park Avenue, 
Ft. Wayne, Ind. 


Dear Mrs. Clarke: 


Christmas time is with us again---and our 
early shopping slogan is being heralded once more. 


Don't put off your Holiday gift selections 
any longer. The Blank, "The Christmas Store of the 
Northwest" is prepared to serve you now. 


Every Department features attractive wares 
and your shopping tours in search of suitable gifts 
are indeed a pleasure at this early date. Besides 
you will receive more individual attention from 
salespeople and your selection need not be hasty. 


_ The Blank is known as the Christmas Store 
and the spirit of Good Will which is foremost at this 
time, you will find characterizes our methods through- 
out the year. 


Respectfully, 


[ 294 ] 


DEPARTMENT STORE 


A Christmas gift 
letter. 


Mrs. Shirley Jacobs, 
52 Fifth Ave., 
New York City. 


Dear Mrs. Jacobs: 


We know you're busy making up your Christmas gift 
lists, and that's why we're writing to remind you of the 
many beautiful, appropriate and desirable gift suggestions 
you will find in this big store. 


Appropriate, useful and moderately priced gifts 
for Father, Mother, Brother, Sister, Baby, Friends and Rel- 
etives will be found at every turn. Christmas shopping 
here is a pleasure rather than an effort, because stocks are 
so big, the displays so suggestive and service so superior. 


Why not let your gift shopping tour begin on the 
fifth floor where Toyland is located. We've moved Toyland 
up to the fifth floor so that we could give adequate space 
to the hundreds of playthings in which Santa's children are 
so vitally interested. On this floor, too, are Victrolas 
and records---both superb gifts. . 


And soe eall through its six floors, this big store 
Pe iaeits Holiday attire. We'll be glad to have you come in 
if only to see our big, happy Store Family rendering prompt, 
efficient and courteous service, regardless of the crowds or 
the rush. You're welcome here at any time whether you're 
"just looking" or know exactly what you want. 


Let us take this occasion to extend our warmest 
wishes for a very Merry Christmas. 


Cordially yours, 


[ 295 ] 


BUILDING RETAIL BUSINESS BY LETTER 


A letter of 


greetings. 


Mrs. Ralph Walters, 
145 Rogers Place, 
Watertown, N. Y. 
Dear Mrs. Walters: 

Among our assets we like to count the only one 
that money cannot buy--- 

YOUR GOOD WILL 

And so at this holiday season we,extend to you 
---not as a customer alone, but as a friend---the best 


of wishes for the coming year. 


Sincerely yours, 


[ 296 ] 


DEPARTMENT STORE 


A Thanksgiving letter with 
timely suggestions. 


Mrs. Mary Jacobs, 
2645 Broadway, 
Amsterdam, N. Y. 


Dear Mrs. Jacobs: 


Thanksgiving will soon be here. You are thankful for 
many things: Health, friends and your home are some of them. We 
are thankful that the markets of the world are open so that we 
may have a more complete line of China, Glass, Silver, and 
Kitchenware with which to prepare and serve the feast of the 
season. 


Then there are the suits, coats, waists, hats and 
choice assortments of wearing apparel for you and your family, 
selected with care as to quality, style and price for your ap- 
proval and selection. 


We want you to come in and satisfy yourself that our 
claims are just and reasonable. It will not cost you a cent to 
look, and our efforts to display our merchandise will be just 
as willing as if you had made a purchase. 


We are sure that your experience will be like that of 
many of our regular customers. They came to look, were pleased 
with what they saw, saved money on their purchase, and continue 
to favor us with their patronage. 


We cordially invite you to make such an investigation. 


Yours for service, 


[ 297 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Suggesting early shopping 
for Christmas. 


Mrs. K. Lb: Groves, 
3456 Park Avenue, 
JOLLE, le 


Dear Mrs. Groves: 


While this is a joyous time which we are 
approaching, it is also an unusually busy time. 


We are making every effort to be prepared 
to serve our friends in the most satisfactory way, 
yet we fear that, as in the past, the failing or 
putting off until the last minute, will make it im- 
possible for us to give the absolutely satisfactory 
service which we would desire. 


We are, therefore, asking that if possible, 
you would do your shopping early, and reap the double 
benefit of being more satisfactorily served, as well 


as, having more complete and orderly stocks to select 
from. 


The preparations which we have been making 
for the last twelve months, to supply our Christmas 
trade, have produced a wonderful array of attractive 
gifts with the result that, however varied your list, 
you can fill it successfully -here. 


We trust that it will not be out of place 
for us to express to you the wish that this Holiday 


Season may be for you an unusually happy one. 


Yours very sincerely, 


[ 298 ] 


DEPARTMENT STORE 


A Thanksgiving letter expressing 
appreciation. 


Mrs. “Kk .. des) ONES, 
580 Prospect Avenue, 
Bridgeport, Conn. 


Dear Mrs. Jones: 


You may recall our writing you early in September, 
with reference to the unusual assortments which we were 
orrerina for Hall, 


The part of the season which we were then pre- 
paring for has already passed, and we are now approaching 
the Thanksgiving time of our year. 


While conditions have been strenuous, we believe 
we all have much to be thankful for, whether it be in- 
dividuals or institutions. We trust this is true of you, 
and we know that it is true of ourselves. 


As we look back over the year, we are indeed 
thankful for the many friends which this institution has, 
and for the many evidences which we have seen of that 
grivendship. 


While our efforts have been to improve, we 
realize that accomplishment has not always equalled our 
expectations and if in any way we have failed tc measure 
up to your expectations, we would be pleased to have you 
advise us. For only in this way can we know and correct 

our faults. 


We shall be very glad to see you in the store 
whether you are in the market for merchandise or just for a 
visit. 


Yours very sincerely, 


[ 299 ] 


BUILDING RETAIL BUSINESS BY LETTER 


A Thanksgiving letter 
to stimulate sales. 


Mrs. (Me Paaiiae, 
897 Fort Washington Avenue, 
BSweavia. ale 


Dear Mrs. Phillips: 


The approach of Thanksgiving reminds us as it 
must you of the very great many requirements of the 
Winter Season. 


We want you to know that we have endeavored to 
anticipate every want---that we are here ready to serve 
your every need in a manner that will please you. You will 
not be disappointed in variety of assortment and you will 
find our prices the very lowest consistent with our high 
standard of quality. 


We are here to make friends and through them grow 
bigger with each passing season. We take pride in being 
"Batavia's First Store" and shall strive always to maintain 
our Leadership. 


Perhaps you'll want new linens for Thanksgiving; 
you're planning on new rugs or draperies; or it may be 
materials for a new silk dress, a new Winter suit or some 
ready-to-wear apparel for yourself and your family. At 
any rate, you will find our splendidly complete stocks the 
largest and best in this part of the State. 


Accept our Thanksgiving Greetings. May it be a 
day of satisfaction and happiness in your home. 


Cordia, Diva ours. 


[ 300 ] 


DEPARTMENT STORE 


Christmas letter urging 
early shopping. 


Mira eh be Pen, 
25 Market St., 
Clinton, Iowa. 


Dear Mrs. Frank: 


Christmas! Christmas with all its joys, its expect- 
ancies---its perplexities, and the fuss and bustle of "getting 
ready". Christmas is just around the corner! 


It is not a bit too soon for you to think of an early 
visit to this store with the idea of making your selections 
while our bounteous Yuletide stocks are so complete. Our buyers 
this year have fairly outdone themselves in their efforts to 
please you, Mrs. Frank. You will be the best judge as to 
whether or not they have succeeded. 


From every style center, from every source where 
beautiful and useful gift things are obtainable, we have gath- 
ered a wealth of Gift Merchandise for the discriminating shop- 
per, with fashions to fit every taste, and prices to fit every 
purse. 


One thing! We urge upon you to make your selections 
early. You will have a much wider choice, and will have so much 
more leisure to make your selections; you will naturally receive 
more concentrated attention, you will get better service, and be 
vastly more content in mind at the thought that all your Christ- 
mas shopping has been attended to. This relief in itself is 
worth a great deal! 


The sooner you come, the sooner you will realize that 
our suggestion in this letter today was a good one. Why not de- 
termine at once to make this visit at a definite hour within 
the next day or two? It is a step in the right direction and 
will mean a saving of time, trouble, worry and money. 


[ 801 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Spring Opening 


Letter. 


Mrs. Harry Marks, 
$45 PASteloociswuc, 
Cleveland, Ohio. 


Dear Mrs. Marks: 


Our Formal Spring Opening takes place March lst, 
and we are very anxious that you attend and see the many con- 
veniences we have installed for you and our other friends. 


Our idea is to make constant improvements, not 
alone in our stock of merchandise, but in our method of 
selling, and our service throughout the store. Our ambition _ 
is to do better for you today than we did yesterday---and 
to show you éven greater improvement tomorrow. 


Among the new departments we have added are Cor- 
sets, Toilet Articles, Perfumery, Leather Goods, Handker- 
chiefs, Gloves, Umbrellas, Ladies Hand Bags, Stationery, 
Veilings & Neckwear, Jewelry, etc. In conjunction with 
these we have departments which include everything for 
Ladies', Misses' and Infants' Wear---Coats, Suits, Dresses, 
Shoes, Waists, Millinery, Furs, Underwear, etc. 


We will endeavor to keep abreast of every new 
innovation and our stocks will reflect this alert spirit of 
our buyers. They are not alone judges of quality, and of 
service-giving merit, but of style-consistency and authori- 
tative vogue. 


While in our store it is always our desire to have 
you feel perfectly at home about asking any service it is 
within our power to render. 


Very truly yours, 


[ 302 ] 


DEPARTMENT STORE 


July Clearance 
Sale. 


Mrs. Mary Hirsh, 
1167 Stevvins Ave., 
Providence, R. I. 


Dear Mrs. Hirsh: 


We take pleasure in reminding you that we have 
just completed our inventory and are now starting our 
annual July Clearance Sale. 

It is with a thorough appreciation of your pat- 
ronage that we desire you to attend this sale, as it will 
be greatly to your advantage to do so. 


Our July Clearance Sale assortment will consist 
of numerous lines of wearing apparel at a BIG REDUCTION 
FROM THE REGULAR PRICES. A genuine surprise is in store 
for you in the remarkable values we are prepared to offer 
you. And everything you buy is guaranteed to give com- 
plete satisfaction. 


Make it a point to stop in real soon so that 
you may have a wide selection from which to choose. 


Very truly yours, 


[ 303 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Anniversary will be 
celebrated with week 
of special prices. 


Mrs. J. M. Jones, 
445 Hoe Ave., 
Gouisville, Ky. 


Dear Mrs. Jones: 


Birthday Anniversaries are called Milestones 
in the path of Time and are commemorated by all people. 


Today is our Store's Birthday, and we ask you to 
rejoice with us, for "Blanks" Fifth Anniversary will be 
celebrated with a week of Special Price Sales from May,7th 
to May 14th inclusive. 


During the past five years you have encouraged 
us to extraordinary effort in our Merchandise selections; 
you have stood by us during the storm and strife of com- 
petition until today we feel that “Blank's" is YOUR STORE 
and we, but the willing instruments of happy service to you. 


We cannot tell you in a letter all we feel, but 
drop in during Anniversary Week and we will show you by 
Price, by Merchandise, by Service, what your loyalty means 
to us. 


Cordisicy; 


[ 304 ] 


DEPARTMENT STORE 


Greetings letter with announcement 
of Annual Clearance Sale. 


Mrs. John Wilson, 
Seba wwe lo Siu. . 
Tampa, Florida. 


Dear Mrs. Wilson: 


Firstly, we take this opportunity to extend 
to you and yours the season's greetings. May 1924 bring 
to your household an abundance of sunshine and good 
health! 


We also want to thank you most sincerely for 
your patronage, which was a factor in making the past 


year --- a most successful business year. 
As is our usual custom --- we will hold our 
Annual January Clearance Sale --- watch newspapers for 


day and date of opening. 


This sale of all sales will be conspicuous 
in the fact that prices will be recognized as those 
prior to war. 


Our Sales have always in the past been suc- 
cessful, as we do as we advertise --- REDUCE PRICES. 
All departments will participate in this Big Sale Event 
--- and if you contemplate the purchase of a Winter 
Coat, a Rug, or even a paper of pins --- you can save 
money and “Buy for.Less". 


Read our Big price list in the papers and 
Don't Fail To Attend This Bonafide January Clearance 
sale. 


Very cordially yours, 


[ 305 J 


BUILDING RETAIL BUSINESS BY LETTER 


Advance notice of Semi-Annual 
Clearance Sale. 


Mrs. Fred Stern, 
445 Chestnut St., 
Phitvadel poi. ean 


Dear Mrs. Stern: 


Our semi-annual Clearance Sale, is about to open - 
watch newspapers for day and date. 


It's our housecleaning time - and as heretofore, our 
policy of clearing our shelves of all Summer merchandise, re- 
gardless of cost, will be diligently enforced. 


Opportunity for advantageous merchandising was a far 
sighted possibility on our buyers' part which was successfully 
realized. Jobbers and Mill Agents, who owned merchandise on 
the high cotton market, were eager to take their loss when the 
cotton decline came. Consequently, our buyers got busy and we 
own underwear, hosiery, muslins and domestics at prices less 
than the present cost of manufacture. 


These lines, together with a choice stock of ready-to- 
wear, rugs, draperies and curtains, and kindred other lines will 
be placed on sale at prices from 10% to 33 1/3% less than regu- 
lar prices: 


Yes - our Clearance Sale - will be unusual in value 
giving. 


Come in prior to the opening of .this sale and select 
some of the great values in Ready-to-Wear - this will be your 
privilege. 


We refund railroad fares. Expectingly, we look for 
you. 


Sincerely yours, 


[ 306 ] 


DEPARTMENT STORE 


Advance notice of Silver 
Anmwversary. 


Mrs. Wm. J. Rutland, 
46 De Soto Place, 
Minneapolis, Minn.’ 


Dear Mrs. Rutland: 


Probably you know of the remodeling we have 
recently completed --- that we have expanded from three 
stories and a basement to five stories and basement, 
thus becoming Central Minnesota's largest store. Very 
likely you have been in to shop since all the changes 
were made. 

We surely hope you have --- for we are very 
proud of our store and anxious to have you see how we 
have grown in the twenty-five years we've been in bus- 
iness. 


Our twenty-fifth Birthday comes this June and 
we are going to celebrate the Silver Anniversary with a 
series of great sales, beginning Friday and continuing 
all month. 


We want you to come to these sales, it will be 
worth your while to come, for exceptional values will be 


offered every day. 


Make your plans now and come Friday if you 
can. . You'll be well repaid in savings. 


Yours sincerely, 


[ 307 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Annwersary sale 
letter. 


Mrs. William Farnum, 
Hollywood, 
California. 


Dear Mrs. Farnum: 


Monday, Oct. Sth. the opening day of our 
TWENTY-THIRD ANNIVERSARY SALE which continues for 
two weeks. We will indeed be pleased to have you 
visit our store during this period of celebration, 
and assure you that it will be worth your while. 


The past year has shown the greatest progress 
in our history. Our new ten story building is now » 
thoroughly complete and is the last word in Depart- 
ment Store construction. 


This is to be a two-fold celebration, first 
and foremost of course being our TWENTY-THIRD ANNIVER- 
SARY for which we have mede extraordinary preparations. 
And second --- it will serve as a house-warming --- a 
sort of opening event for what is now the Blum & 

Blank Store. 


Values that are quite out of the ordinary in 
NEW FALL MERCHANDISE will be the rule all through the 
event, and we trust you will reap the fullest benefit. 

Please be reminded that the sale is now in 


progress. Read our daily advertisements. 


Sincerely yours, 


[ 308 J 


DEPARTMENT STORE 


Celebrating Twenty-Fourth 
Anniversary with real 
values. 


MiGreccia oy, OCOLS, 
545 South Orange Ave., 
Newark, N. J. 


Dear Mrs. Scott: 


On Saturday of this week, we begin celebration of 
our Twenty-fourth Anniversary, and it will continue every 
day until the end of the month. Announcements of the Special 
Offerings of the day, in the various departments of the store, 
will be printed regularly in the daily papers. Watch for them. 


It is our desire to express, in this PRACTICAL way, 
in DEEDS, rather than words, our gratitude for your patronage--- 
for the loyalty of the families of Newark who have made possible 
the present standing of Blanks. 


We feel that whatever success we may claim is due 
primarily to YOU---and the least we can do in return is to offer 
you REAL VALUES, at a sacrifice to our own profit---during this 
short period of our celebration. 


No doubt you will appreciate the opportune date of our 
Anniversary Sale---for SPRING is the natural time to restock 
your household, from your pantries and linen closets, to your 
own wardrobe. We expect to welcome many a provident housewife. 
Look for our first announcements in next Friday's papers. 


Accept our sincere thanks for your past interest in 
us---may the same pleasant relationship and mutual satisfaction 


continue throughout the years to come. 


pincerely yours, 


[ 309 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Department Store features 
““MEN’S WEEK.’’ Letter 


No. 1. 


Mr. W. A. Ring, 
140 Nassau 5St., 
hame,, Ono, 


Dear Mr. Ring: 


Next week is "MEN'S WEEK", which means 
that the new STORE FOR MEN will put on its "best front" 
and stand in the "receiving line”. 


It's going to be more than an ordinary 
affair. We are going to show Lima more real style in 
Clothing, Hats and Furnishings than has ever before been 
attempted. 


It will be a good time to get ready for 
Spring, Mr. Ring. Stocks will be complete for 
"MEN'S WHEK"'. 


Jot it down in your daily-reminder pad:--- 
"Men's Week at BROWN'S---March 23 to 27." 


And, don't forget to watch our newspaper 
ads. during this time. 


Very truly yours, 


[ 310 ] 


DEPARTMENT STORE 


Department Store features 
“MEN’S WEEK.’’ Letter 
No. 2. 


Mr. Edw. M. Becker, 
Beene lo 

Lima, Ohio. 

Dear Mr. Becker: 

In our letter last week---when we invited you 
to visit the new STORE FOR MEN---we neglected to mention 
that this is 

---A Ground Floor Store, in 

---A Separate Building, with 

---Direct entrance from Main Street. 

In other words, Mr. Becker, you don't have to 
pick your way through crowded departments or climb stairs 


or take an elevator, to reach it. 


Just step in from Main Street and you step into 
a REAL MAN'S STORE. 


Mr. Becker, this is the kind of a store we be- 
lieve you will like. 


When may we expect you? 


Very truly yours, 


[311 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Department Store features 
““MEN’S WEEK.’’ Letter 
No. 3. 


Mr. John Browning, 
rad Wap Rate yee rk 
hima, OnLo- 


Dear Mr. Browning: 


A man who spent an hour with us a few days 
ago, remarked: 


"Tf I had a clothing store like 

this I'd send a personal invita- 

tion to every man in the 

valley to visit it". 

We have taken his advice, Mr. Browning.... 
This is your personal invitation to visit the new 
STORE FOR MEN. 


You ought to see this store. It's one of 
the most talked-of clothing stores in Lima. 


May we expect you soon? 


Cordially yours, 


[ 312 ] 


DEPARTMENT STORE 


Department Store features 
““MEN’S WEEK.”’ Letter 
No. 4. 


Mr. James Smith, 
Pia. end ote, 
Lima, Ohio. 

Dear Mr. Smith: 


Did you look at the calendar this morning, 
Mr. Smith? 


Anyway look again! The first Sunday in April 
is EASTER SUNDAY. 


Which is another way of saying: "GET YOUR-SPRING 
CLOTHING RIGHT AWAY!" 


And there's no better place to get what you want 
than at the new STORE FOR MEN---Brown's new ground-floor 
store in separate building with separate entrance off Main 
Street. 


You" ll find the finest clothing in the land here--- 
and when we say "finest", we mean exactly what we say. 


Men tell us that our prices are the lowest-in-Lima 
too. 


Hurry for that Easter Suit! 


Very truly yours, 


[812] 


BUILDING RETAIL BUSINESS BY LETTER 


Conveniences for men in 
remodeled store. 


Mr. Re 78 Sinicen, 
225 Pourta oie, 
Dayton, Ohio. 


Dear Mr. Smith: 


Time was when a man made a purchase in our 
Men's Store, that he was obliged to wait from ten to 
twenty minutes for his purchase to be wrapped, change 
made and delivered to him. 


Men as a rule, are "Quick Shoppers". They 
know what they want and do not have the time to waste 
on obsolete store equipment. 


With the interests of the men folks in view, 
prompt, polite and painstaking service was foremost in 
our minds when planning the remodeling of our new Men's 
store. 


Men never like to "hunt for things"; that's 
why we constructed a direct and separate entrance for 
men, leading directly into their store from the large 
men's display window;: belt conveyors to quickly assemble 
merchandise purchased on a transfer and a pneumatic tube 
service to rush your change back to you in less time than 
"A twinkle of the eye", are just a few instances of our 
unrivaled equipment and facilities in this new develop- 
ment in our progress. 


Everything is in readiness, with the most com- 
plete showing for Men's Clothing and furnishings ever 
assembled of the Fall season. A service is offered un- 
equalled in any store in Central Illinois. We extend you 
this invitation, to come and see the advantages of shop- 
ping at Dayton's Men's Store. 


Sincerely yours, 


[314] 


_ DEPARTMENT STORE 


Ready-to-Wear series. 
Letter No. 1. 


Mrs. J. A. Walter, 
Peo Ns Perino te: , 
ocranton, Pa. 


Dear Mrs. Walter: 
This is Monday! 


A good day for good taste--- 
---to turn to the Fall Styles. 


or stating it briefly--- 
---a good day to visit our Second 
---Floor Ready-to-Wear Department. 


You will find my sales-people 
glad to "just show" you the new 
modes in Dresses, Coats, Suits, 


Waists and Furs. 


Come an, Io will-appreciate-your 
visit. 


Very truly yours, 


[315 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Ready-to-Wear series. 
Letter No. 2. 


Mrs. Peter Jones, 
789 N. Penn St., 
~cranton, Pa. 


Dear Mrs. Jones: 
This “is Tuesday! 


Another good day--- 

---for women who dress well 
---to think of 

---Style Headquarters. 


I am anxious that you visit 
us today to see what I con- 
Sider Fashionable Garments, 
and at moderate prices. 


Make it a point to stop in 
this afternoon or the first 
thing tomorrow. I am positive 
you will be interested. 


Very respectfully yours, 


[ 316 ] 


DEPARTMENT STORE 


Ready-to-Wear series. 
Letter No. 3. 


Mrs. L. N. Lau, 

12 Main St., 

Scranton, Pa. 

Dear Mrs. Lau: 

This is Wednesday! 

Still a good day--- 
---to remember good clothes 
---and who sells them. 
We're guilty on both counts. 
We have placed a sheet in our 
ledger under "L"" for your 
use. 


Thursday is coming! 


Very truly yours, 


[317] 


BUILDING RETAIL BUSINESS BY LETTER 


Ready-to-Wear series. 
Letter No. 4. 


Mrs. eke e.  \iGaeiS 
456 Hrie St., 
scranton, Pa. 


Dear Mrs. Williams: 
This is Thursday! 
Another letter from me. 
L"i) sdmits il never wrote -sognany 
letters to any one person in a 


single week before. But --- 


I am very anxious that you see 
our Fall clothes. 


Much care was exercised in the 
selection of these garments, 

and now we want your frank opinion 
of our collection. 


Yours for service, 


[ 318 ] 


Ready-to-Wear serves. 
Letter No. 5. 


DEPARTMENT STORE 


Mrs. N. B. Kleinedinst, 
iz2l N. George St., 


Scranton, 


Dear Mrs. 


Pai 
Kleinedinst: 

MHLSeVSetrioay 
You still have today and Saturday, 
in this week, to respond to my 
"suggestions" that you come in and 


look over our new Fall Garments. 


My stock is simply great. Prices 
are lower than you expect. 


I've been in earnest about your visit 
and I am confident you will be here 
and see the result of thoughtful col- 
lecting and designing of Fashionable 
Garments, Dresses and Hats. 


Just come now---today. 


Very truly yours, 


[319 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Women more or less influence 
the buying of men’s clothes. 
Suggest he come here. 


Mrs. Nathan Doll, 
Utica, 
New York. 


Dear Mrs. Doll: 


At first you may think it's a funny idea to write 
you a letter about a store that sells only the things that 
men wear. 


It isn't tho; as a matter of fact, they say women 
influence directly or indirectly nearly eighty per cent of 
the buying of men's clothing. They ought to. Women usually 
know more about quality and value than men, and most men 
realize that. 


Here at this store we make a specialty of men's 
clothing and we feel certain that the values we offer are 
greater than any you will find in this part of the country; 
that's why we're writing you this letter. You'll know it 
when you see them; you'll appreciate what it means. And if 
you have anything to do with the buying of the men's cloth- 
ing in your family, you ought to come here or see that the 
men do. 


We sell Blank & Blank Company clothes. You know 
what that means; the best there is. The same is true of 
our furnishing goods, shirts, hats, hosiery. When we say 
the best, we don't mean the highest priced. We mean the . 
most for the money; and that's what you're looking for. 


LOurSs eri 


[ 320 ] 


. ’ a Tie ~ @ ro 7 
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, _ Sxcrion V 
READY-TO-WEAR SHOP 


4 [821] 
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BUILDING RETAIL BUSINESS BY LETTER 


A wide selection to 
choose from. 


Mrs. Florence Miller, 
966 West End Ave., 
Bridgeport, Conn. 


Dear Mrs. Miller: 


Some women are always doing just the things 
that are "being done" and wearing just the common 
styles that are "being worn" whether they are BECOMING 
or not. 


But the woman of taste demands "individuality" 
---and to find it there must be a VARIETY for her to se- 
lect from. Your clothes are an expression of your per- 
sonality---and you want them to be as effective, as 
much -"you'"' as possible. It stands to reason that YOUR 
tastes are not going to be identical with those of every 
one else. 


It has been our policy to carry a wide enough 
VARIETY in styles of Coats, Suits, Hats, Frocks, -and 
Blouses so that you can readily find that which is most 
becoming to you. Come in and look for YOUR Suit, Dress 
or Wrap---we have it for you. 


Yours very truly, 


[ 322 ] 


READY-TO-WEAR SHOP 


Our clerks see to vt that 
the patron is pleased. 


Mrs. Paul Monahan, 
456 Park Ave., : 
Sprint iela, 1th. 


Dear Mrs. Monahan: 


A woman came into our Glove Department, the 
other day, with a hand that was hard to fit and a 
taste that was hard to please. Besides, she was a 
good judge of leathers and a careful buyer. 


The clerk spent almost an hour with her, in- 
tent on finding the gloves that would exactly suit this 
valued customer's desires and purposes. When she left, 
with an excellent pair of grey kid musketeers, the clerk 
sighed and said---"If she is just satisfied, then the 
time was well spent. It's all the more credit to US to 
please the particular person!" 


That's the general spirit of our Service in 
every department---a real desire to PLEASE the most 
discriminating shopper---with courteous consideration 
for individual preferences. We would much rather have 
a customer leave without buying than to urge upon her 
some purchase that might breed discontent with us, later 
on. 


So, feel free to come and go at Blanks. Our 
store is an institution for Public Service---and is 
YOURS for the using. 


Sincerely yours, 


[ 323 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Wearing apparel for women from 
the style-marts of the world. 


Mrs. Bella Brown, 
245 Grand Ave., 
De Witt, Iowa. 


Dear Mrs. Brown: 


Naturally, modern-minded women like to deal with a 
store whose merchandise and methods are strictly up-to-date. 
You may well have the feeling, in every purchase here, 

Mrs. Brown, that no woman in the style-marts of the world has 
any advantage over you. 


We keep abreast of every new innovation, and our stocks 
reflect this alert spirit of our buyers. They are not alone the 
judges of quality, and of service-giving merits, but of style- 
consistency and authoritative vogue. 


Every successful store nowadays OWES it to its customers 
to keep them as well informed about what is newest and best, modern 
and desirable---just as a newspaper owes it to its readers to keep 
them in touch with all the latest events of the day. 


We believe that you, Mrs. Brown, as our Customer are en- 
titled to every courtesy it is possible to be shown you. Every mem- 
ber of our salesforce is impressed with the fact that the customer 
must always receive first consideration. We welcome, instead of 
resent, any criticism of our store or our service, realizing that 
we are but human and cannot see all of our own faults. 


We hope to have the pleasure of seeing you here again in 
the near future---it is always pleasant to know you have not for- 


gotten this establishment. 


Cordially yours, 


[ 324 ] 


READY-TO-WEAR SHOP 


A store that strives to gwe 
you full value for every dollar 
expended. 


Mrs. Jack Brown, 
256 West 1llth St., 
Orange, WN. J. 


Dear Mrs. Brown: 


At this time practically everyone is planning 
their Fall and Winter purchases, and we feel that be- 
cause of the very complete way in which we are prepared 
to take care of these requirements, this letter will be 
of peculiar interest to you. 


The fifty-one years of continued success, 
which this store has enjoyed, is due more than to any 
other one fact, to the effort which has always been put 
forth to give full value for every dollar expended here. 


This principle is still strictly adhered to, 
and is the same influence which has bound to this store 


its many friends. 


Trusting we may have the pleasure of seeing 
you in the store, we are 


Yours very truly, 


[ 325 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Spring showing of Gowns, 
Suits and Millinery. 


Mrs. Henry Hepner, 
co4 Wadsworth Avenue, 
Pekin, “Til. 


Dear Mrs. Hepner: 


Our Spring Style Show and Display of Gowns, 
Suits, and Millinery is WONDERFUL. 


We have not lost sight of the fact, however, that 
the other lines of merchandise we carry are equally as im- 
portant at this time---the Home end the Joy that we take in 
it, is of as much comfort and is equally as pleasing to each 
of us personally as the possession of our outer apparel. 


Your thoughts do not run to gowns and kitchen 
utensils at the same time, never-the-less, our various 
departments are ready to fill all needs whenever you feel 
them. We're always "prepared" in advance. 


If you have not taken the opportunity recently 
to go through our stores, we believe that it would be time 
well spent for you to do so. You doubtlessly know that we 
Carry most everything for Men, Women, Children and the Home. 


Cordially yours, 


[ 326 ] 


READY-TO-WEAR SHOP | 


Invitation to come and see new 
merchandise just received. 


Mrs. Shirley Katz, 
S555 West End Ave., 
New York City. 


Dear Mrs. Katz: 


Since writing you a short time ago, we've 
received a great number of beautiful garments. They 
represent the choicest ideas from both here and abroad 
---clever ideas worked into exclusive designs. 


Among these are Smart suits and coats in 
beautiful, rich fabrics---well-tailored daytime frocks 
of tricotine, serge and Poiret twill---afternoon gowns 
of subtle attractiveness and exquisite blouses of 
georgette crepe with many novel touches of originality. 


We want you to enjoy shopping at this store--- 
that is why we write you whenever our stock is at its 
best. There is much that is "new" to interest you, 
here, at this time. 


Cordially yours, 


[ 327 ] 


BUILDING RETAIL BUSINESS BY LETTER 


A letter to induce the prospect 
to visit the store. 


Mrs. Edwin*Sommers, 
456 Riverside Drive, 
New York City. 


Dear Mrs. Sommers: 

You will find that our ever changing 
collection of styles makes this an ever interest- 
ing store. 

Word pictures are inadequate to describe 
these captivating garments---a personal inspection 
is the only means of obtaining a satisfactory 
impression. 


Come in---you'll enjoy it. 


Yours very truly, 


[ 328 ] 


READY-TO-WEAR SHOP 


Invitation to see the new arrivals 
in apparel for women. 


Mrs. Michael Lerner, 
BAW eo GAD U. ; 
Camden, N. J. 


Dear Mrs. Lerner: 


Just arrived---a great shipment of beautiful 
new apparel, and we are very anxious that you stop in 
the first moment and let us just show you some of the 
pretty new Fall designs. 


Among them are Suits and Dresses in lovely, 
rich fabrics---smartly tailored afternoon frocks of 
Tricotine, Serge and Poiret Twills---gowns of subtle 
attractiveness and exquisite blouses of Georgette Crepe,. 
with many novel touches of originality. 


Enthusiasm is running high at our store this 
season, because we think this collection of women's gar- 
ments is the finest one in our history. You must make 


iG 2 point to come in and look them over---soon. 


Remember, this is the Shop where you can look 
without being obligated to buy. 


Very truly yours, 


[ 329 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Fall showing of Ladies’ 
Ready-to-Wear. 


Mrs. Abraham Jacobs, 
£218 Henry St., 
E. Liverpool, Ohio. 


Dear Mrs. Jacobs: 


Dame Fashion, I believe is a bit jealous of the beauty 
of nature---when Summer:is turning into Fall---and strives to 
create something more colorful than turning leaves, softer and 
more harmonious than the shades and tones of brown, green and 
dull reds against a blue sky and this year she has proved her- 
self an artist beyond the shadow of a doubt. 


She is always partial to navy blue, first because it 
is so becoming to the feminine face, and secondly, because it 
blends so well with Autumn's vivid coloring. 


We have a most interesting display of afternoon and 
street dresses, in serges, twills and combinations of silk and 
satin---and tailored suits of marked distinction. 


It's time to come to us, for Autumn is in the Air. 
The shorter evenings and the cold chill in the air after the sun 
has gone down prophesy Winter---and new needs. We are ready for 
you---and you are always welcome. We would be glad to have you 
compare prices, for we know the result of your investigation 
will be favorable to us. 


Very truly yours, 


[ 330 ] 


READY-TO-WEAR SHOP 


Always glad to have you come 
an and look around. 


Mrs. K. M. Kopps, 
456 Flatbush Ave., 
Brooklyn, N.Y. 


Dear Mrs. Kopps: 


Do you like to shop---when you have plenty of time 
to "just look". Although you have no intention of buying, 
Just now, don't you often like to wander in the "evening 
dress" department of some of the Shops, to look over the new 
styles and materials---or glance at the Suits? 


We take such pleasure in our Shop that we are delight- 
ed to have you and your friends drop in just for the purpose 
of "looking" any time. We have some lovely Madeira linens 
and fine lingerie that you will want to linger over, to notice 
the fine handwork and the original touches in bows, embroid- 
eries, tucks and lace inserts. 


Cur new plouses you'll find irresistible! (They are so 
dainty---and so many of them have the new short sleeve. witha 
little inspection of our afternoon and tailored street frocks, 
charming new modes in Coats, Suits and Wraps---you will go home 
full of new ideas, refreshed and enthusiastic. 


We know that buying is only one little part of shop- 
ping, so you will never have that unpleasant feeling of obliga- 


tion. We're always glad to serve you. 


pincéerely yours, 


[ 331 ] 


BUILDING. RETAIL BUSINESS BY LETTER 


Special Cloth Plus 
Special Prices. 


Mrs: Br ebrown: 
oY Ey aa Sage 
Toledo, Ohio. 


Dear Mrs. Brown: 


For a spring Suit---made of firmly-woven Jersey 
as fine as the best English Tweed, distinctive im tatloraas 
remarkably reasonable in price---come into the BLANK Shop 
and let us show you the "Tweed-O-Wool". 


- Since the first of the year, we have sold over 850 
of these Suits---which was quite beyond expectation! The , 
Fane of neni. suit is spreading---and that is because it 


has absolutely met all requirements of durability. It is 
weather-proof, unstretchable, it will not wear shiny and has 
the fine, close-knit, all-wool look of Quality fabric. 


The PRICES we are able to offer on them, this Sprige, 
are without precedent! Last Fall, when prices dropped and man- 
ufacturers were clearing out their stocks in a hurry, we bought 
up a huge number of these Suits, in a wide variety of models--- 
and these we are offering to you at replacement values---that 
is, present wholesale prices---exactly what WE have to pay, NOW 
to replace them! 





It is quite an opportunity for thrift, you see---and 
fortunately both thrift and Jersey Suits are very much "in 
vogue" these days. Won't you come in? 


Cordisliy yours, 


[ 332 ] 


READY-TO-WEAR SHOP 


Pointing out the advantages 
of wear and value. 


VWes.,B. Brown, 
Soe Third Si. ; 
Toledo, Ohio. 


Dear Mrs. Brown: 


In general of course, prices are lower now---but 
in particular, the TWEED-O-WOOL SUIT has something unique in 
the way of value, to offer. We have some special price dis- 
pensations on it, this Season, that make it more than ever de- 
Sirable. Let me tell you a few things about it---perhaps 
Pom ti find it just what you are looking for! 


In the first place, Mrs. Brown, it is always VERY 
mMocerate in price—---surprisingly so, under present conditions. 
It is waterproof, adapted to all seasons,. made of specially- 
prepared worsted material like a fine tweed, which will not 
DHINE, stretch, shrink or wrinkle! It is, in every way, as 
standard and practical as a man's business Suit. 


It is tailored by experts in the trim English styles 
whew are so popular in this city. You can get them in any num- 
ber of models, colors or mixtures you wish. Could any combin- 
ation, of qualities meet ALL requirements so absolutely? 


If you are interested, we will be more than glad to 
show you the different styles---for we are the exclusive Bos- 
ton Agents for these Suits. Drop in, some day this week, "just 
to look," at them. Your time will not be wasted. 


Cordially yours, 


[ 333 ] 


BUILDING RETAIL BUSINESS BY LETTER 


In looking for your Easter Suit, 
see the ‘‘Tweed-o-Wool.’’ 


Mrew~ Bi Brown, 
el Oe Dyess a Ys fo bee lar ee 
Toledo. Ona. 


Dear Mrs. Brown: 


More and more every year, the SUIT has be- 
come the most popular apparel for women, because it 
is appropriate for So many occasions, (More end more 
busy and active women rebel against that eternal 
question---"WHAT shall I wear''? 


Still, they have a very normal desire to 
be becomingly and distinctively dressed! I have 
heard many women say: that if some STANDARD garment, 
generally becoming and suitable for all occasions, 
could be designed, they would WELCOME it. 


The fact that Toledo women and girls---known 
for their conservative and excellent taste---are wear- 
ing the TWEED-O-WOOL Suit in greater numbers every day 
is proof that this idea of standard dress is very pop- 
YVlLar. 


But the TWEED-O-WOOL Suit doesn't prevent IN- 
DIVIDUALITY. It is made up in a variety of colors and 
lines to suit taste and age. What makes it famous as a 
STANDARD garment is, not uniformity, but DURABILITY. 
The VALUE represented in this suit will appeal to you, 
whether you need to consider price or not. Won't you 
come in, when you are looking for your Spring Suit for 
Kaster---and let us show you a few styles? 


Very truly yours, 


[ 334 ] 


READY-TO-WEAR SHOP 


An exclusive shop for 
women’s out apparel. 


Urs. Harry Kirsch, 
987 Kelley St., 
Boston, Mass. 


Dear Mrs. Kirsch: 


As you are well aware, Boylston Street is the 
Fifth Avenue of Boston, but are you familiar with the Blank 
whopr If not, we extend to you a cordial invitation to 
Visit us on your next shopping tour. 


This is an exclusive Shop for outer apparel, 
catering especially to a refined taste---the demands of 
which we have for years made a deep study, and our rapidly 
growing clientele is the best evidence of our success in 
PHis tield. 


Because of the seemingly exorbitant prices pre- 
vailing this year, we should like to emphasize the fact that 
our priees are the lowest consistent with the quality of 
merchandise and service rendered, and we believe our values 
are unequalled anywhere in New England. 


A part of our personal service is our pride in 
showing our things to interested shoppers, without impress- 
ing upon them that unwelcome sense of obligation to buy. A 

visit from you will be deeply appreciated. 


Cordially yours, 


[ 335 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Successful Height-of-Season 
Letter. 


Nre:.Ly Bao Boot, 
789 Hoe Ave., 
Detroit, Mich. 


Dear Mrs. ,Booth: 


These letters from us simply mean we want to 
interest you and bring you in our Shop. We feel sure 
that a visit here will add your name to our list of pa- 
trons: 


We are now at the height of our Summer Season and 
if your Summer wardrobe is not complete, you will find here 
e splendid assortment of the most appropriate Clothes for 
Summer wear. Dresses of soft voile, dainty organdies and 
imported Anderson ginghams made up in tailored models for 
street and sport wear, or designed for home, tea or evening 
wear. 


For beach or sport wear, Sweaters in Chiffon Al- 
paca, light-knit wool, mignon or pure silk-—--with one of our 
exclusive designs in dainty embroidered, hand-drawn blouses 
---would make a Summer outfit that would be a constant 
pleasure to wear. 


Our personal attention will be given your individ- 
ual desires and needs. You will find it deligntiul to sheep 
in an atmosphere of harmony and courtesy, with saleswomen 
who respectfully. consider your tastes and opinions. Some of 
our patrons will be glad to know that we open our Summer 
Shops at Newport and Pawtucket as usual. We hope to be of 
some service to you, this season. 


Cordially yours, 


[ 336 ] 


READY-TO-WEAR SHOP 


Splendidly designed Fall suits 
reached us by fast express. 


Mrs. Buckley Duane, 
Tacoma, 
Washington. 


c 


Dear Mrs. Duane: 


We have just received by fast express, from 
New York, a number of splendidly desiSmed, finest qual- 
ity Fall Suits in the newest modes, which we have de- 
Férmined to present to our patrons at an interesting 
price: 


These Suits are absolutely NEW, in line and 
fabric, in fact, they are what style authorities in 
eastern centers declare to be the finest collection of 
distinctive models shown in many a season. 


The materials are excellent---and the nice- 
ties of detail, the pockets, buttons and embellishments 
original and@im the best of taste. Because we are aware 
that you are able to keep in touch with the newest fash- 
ions and novelties, we believe that these Suits will ap- 

peal to you instantly: 


May we have the pleasure of serving you? 


Very truly yours, 


[337 ] 


BUILDING RETAIL BUSINESS BY LETTER 


A special showing of excluswe 
models this week. 3 


Mrs. Dorothy Segal, 
208 Riverdale Ave., 
Yonkers: “Niet 


Dear Mrs. Segal: 


A remarkable showing of dresses, is being 
featured in our shop this week and many of the models 
are very exclusive ideas appealingly portrayed for us 
by our own designers. 


Dresses of the very finest serge, tricotine, 
silvertone, and other rich fabrics, have been re-priced 
with a substantial saving that can be easily noticed. 


We regret that we cannot enumerate a complete 
list of dress values in this letter, but we will ask 
you to visit our’ shop any day this week---see for your- 
self just how radically we have made reductions. 


Very truly yours, 


[ 338 J 


READY-TO-WEAR SHOP 


Pleasurable selection important 
for apparel that is becoming. 


Mrs. Pat. Murphy, 
4456 Wilson Ave., 
Cireaso., cll. 


Dear Mrs. Murphy: 


What a thrill of pardonable pleasure it brings 
to every woman to know that she is faultlessly attired! 
How gratifying to catch appreciating glances of admira- 
tion from other women of unerring taste! : 


The secret is simple. 


It means, merely, the proper selection of the 
type most becoming to your personality. 


A Spring Suit, so selected from our diverse 
assortments, will possess those rare qualities of style 
which leave no doubt in the mind of the wearer or her 
friends, as to the absolute appropriateness of her cos- 
tume. ; 


May we have the privilege of showing you our 
Spring suits---the most desirable group of garments we 
have ever purchased? They are priced as low as is con- 
sistent with dependable quality. 


We cordially invite your inspection. 


sincerely yours, 


[ 339 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Ladies’ Apparel that is the 
work of Master Designers. 


Mrs. Etta Jacques, 
218 Montgomery St., 
Washington, D. C. 


Dear Mrs. Jacques: 


How often have you turned for a second look 
at a smartly dressed woman whose perfect costume un- 
consciously demanded your admiration? You wondered 
just why she was so attractive---just what there could 
be about her suit which raised it so far above the aver- 
age. 


Vaguely envious, you dismissed the subject 
from your mind with the unsatisfactory explanation that 
there certainly was "something" about that suit-~-prob- 
ably something very. "expensive". 


That "something" explains the secret of dis- 
tinction in dress. It is’ the successful blending sor 
those details which mark one suit in a hundred---it 
means the finished work of a master tailor. 


And our suits do possess this style---the next 
step is to properly choose the model best adapted to 
your individuality. Our assortments are as complete 
now as before Haster---our affiliation with the Blank 
buying System explains why our suits of this superior 
type are priced lower than elsewhere. 


May we have the pleasure of your opinion about 
them? 


Cordially yours, 


[ 340 ] 


READY-TO-WEAR SHOP 


Present low prices result of 
purchases being made after 
prices reached bottom. 


Mrs. Samuel Brower, 
Holyoke, 
Mass. 


Dear. Mrs. Brower: 


This year, your Spring Costume is not going 
to be a "Second Best Choice" because of high prices--- 
the most distinctive and unusual styles that have been 
shown in Holyoke for many seasons are being displayed 
at Blank's now and are quite within reach. 


You see we did our buying AFTER prices reached 
the low water mark. Values are considerably and sur- 
prisingly better than they were last Fall. The signif- 
icance of this announcement to you is unmistakable--- 
the lower prices you have been waiting for! 


All of our Spring garments are of a character 
and charm not to be duplicated at the’ values we offer. 
Our coats and suits are truly the most attractive that 
we have had in many a season. You will want one, di- 
rectly you see them! 


We want to assure you that our new Spring 
prices will remind you of Pre-War days and will 
tempt you to get the "little luxuries" you have denied 
yourself for so long. 


Sincerely yours, 


[ 341 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Apparel for the stylish as well 
as the more conservatwe. 


Mrs.Z. Thompeon, 
2ec Riverside Drive, 
New York City. 


Dear Mrs. Thompson: 


Didn't you ever hear some athletic girl, in an 
excellently tailored suit and a neat shirtwaist, remark 
that she "didn't care one bit about clothes"? And: didn't 
you smile a little, when you heard her? 


The "tailored" girl is just as particulier apour 
the material and cut of her suit as the girl who wears 
ruffled frocks and fluffy collars and frankly admits that 
she "adores pretty clothes". It's just two kinds of good 
taste. 


We can take care of the requirements and desires 
of both these girls. The Season has brought us garments 
that represent styles from all parts of the world---plain, 
tailored, "outdoor" styles from England---creations of fem- 
inine individuality from Paris. There are silk afternoon 
dresses with lazy girdles that nestle low on the waist line, 
suggesting the Orient. There are beads from foreign lands 
wandering in designs all over silk and cloth dresses that 
would otherwise be very plain---and hanging in fringe and 
tassels in out-of-the-way places. 


Fashion can be as whimsical and unusual as you wish 
her to be---or as sensible. We have some suits that are tail- 
ored by "artists" in their line, for the conservative woman 
who wishes to be distinctively yet very inconspicuously clothed. 

This we guarantee with every garment we sell---It 
will repay you for every cent you put into it, in PURE SATIS-— 
FACTION. 


Come in, any time, and let us prove it. 


Yours very july 


[ 342 ] 


READY-TO-WEAR SHOP 


A store where you can 
always do better. 


Mrs.) Helkin, 
SoOUn (bh Soe, 
Butte, Mont. 


Dear Mrs. Relkin: 


Coats, Coats, Coats---that's what you 
see on our second floor in every popular style 
and every popular material. 


Rich fur-trimmed models and plain models, 
secured ata great special purchase discount, are 
now being featured at prices that will astonish you. 


That "You Can Always Do Better At The 
BLANK Store", wise and economical shoppers will. tell 
yous Slr you, Mrstnelkin, haven't proven this to 
yourself, try it this season and these coats will 
soon convince you. 


some of the popular materials made up in 


these Coats are:---Chameleon, Tinseltone, Suede, Vel- 
our, English Polo, Frost Glow, Fur Fabrics and many 
others. 


Another thing that is important---whenever 
you're down town shopping, it'll pay you to watch our 
windows, they will tell our story. 


Yours very truly, 


[ 343 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Featuring exclusiveness of 
garments handled. 


Mrs. Jack Norway, 
756 Lexington Ave., 
Grand Rapids, Mich. 


Dear Mrs. Norway: 


The old saying "There is strength in numbers", 
certainly does not apply to the wearing apparel of the 
woman of today. 


Could anything be more disappointing to a well 
dressed woman than to pass an exact counterpart of the 
coat which she is wearing, on some other woman? 


Exclusiveness is the Keynote of our Women's 
Coats, and therefore, we cannot permit any duplicates. 


We must protect our customers in every direction. 


That's the reason our Women's Coat Salon is a 
busy place every minute of the day. 


That's the reason, why.you should come here 
for vourwalls Coat 


Please give us the opportunity of showing you 
some works of Art from real French Designers. You'll 


find the time pleasantly and profitably spent. 


Very cordially Velehietols 


[ 344 ] 


READY-TO-WEAR SHOP 


Special Attention to Individual 
Types and Needs. 


Meee Clare urtZ , 
890 Boston Road, 
New York City. 


Dear Mrs. Kurtz: 

Pretty clothes must certainly appeal to you. 
They do to everybody, even to the man who tries to make 
believe they're too trivial for his attention---catch 
him off his guard and you'll find him approving in spite 
of himself, of a well dressed woman. It's a duty and a 
pleasant one, to be well dressed, and it is an important 
part of every woman's life. ¢ 


Let us help you in this interesting problem--- 
"What is my type and where can I find what is most be- 
coming to me!" 


Just now, we are showing a collection of the 
most attractive coats we've ever had---every one of them 
different---and we'd like you to share our enthusiasm 
about them. 


There are coats here just suited to your Person- 
ality, without a doubt, and we will appreciate the oppor- 
tunity of helping you select the one most becoming to you. 


May we have that pleasure soon? 


Very cordially yours, 


BUILDING RETAIL BUSINESS BY LETTER 


Correct apparel 
and fine furs. 


Mrs. J. Boswell, 
897 Tiffany St. , 
Coshocton, Ohio. 


Dear Mrs. Boswell: 


Nowadays, correct apparel has grown to be very 
largely a matter of individual taste---Dame Fashion's style 
standards are no longer rigid---style choice is broad. 


We invite you to-our collection of Fall Apparel 
and Furs with promise that your desires for variety will be 
entirely satisfied. Our exhibits run the entire gamut of 
"Types" and styles, each, in its way, distinctive. 


The growing popularity of fine furs is reflected 
in ever increasing success of this store-~-we've kept pace 
with the tendency---we're ready to provide superior quality. 
Our fur selling service is a conscientious one---a service 
of finer quality, true value giving, absolute reli api ia. 


You have read a great. deal about the high prices 
that will prevail this Fall. Well, we planned Longe ago to 
save thousands of dollars for our patrons, by giving them an 
opportunity in advance of season of sharing with us the very 
moderate prices at which we were able to buy these garments. 


Most of the styles are shown in limited numbers, 
for .at Blank's you're assured of andiyacue li cy. 


Very truly yours, 


[ 346 ] 


READY-TO-WEAR SHOP 


See what we offer in wash 
dresses before buying material 
for dressmaker. 


Mrs. Milton Jenkins, 
406 Myrtle Ave., 
Brooklyn, N. Y. 


Dear Mrs. Jenkins: 


When you get ready to think about your wash 
dresses this year, instead of buying your materials and 
looking for a dressmaker---who is hard to find---just 
come right down here and let us show you how attractive 
and how reasonably priced our ready-made dresses are, 
this season. 


You'll find an assortment of tub dresses that 
will be a real revelation to you---frocks in all the 
new materials, in simple, easily laundered styles that 
are really individual---all priced at about what the 
material itself would cost you. 


Many other new things are also here---silk 
dresses, sport skirts, exquisite blouses and undergar- 
ments and new models in coats and suits. 


We also have a very complete line of chil- 
dren's clothes and you can find their sturdy little play 
elothes or their finest and daintiest party clothes in 
our shop. 


Before you plan your Summer wardrobe---drop in 
at Blanks. We may be able to help you. 


Sincerely yours, 


[ 347 ] 


BUILDING RETAIL BUSINESS BY LETTER 


An invitation to see the 
New Fall Styles. 


Mrs. Irving Herman, 
Passaic, 
New Jersey. 


Dear Mrs. Herman: 


‘Now that the waning Season brings chill, 
cool breezes, a Fall Wrap is really a necessity. 


For all-occasion wear, there are highly 
fashionable models of soft-surfaced fabrics in 
rich tones. Some are luxuriously trimmed with Fur 
---others are unadorned because the materials are 
sufficient in themselves. 


You will find also, right now, a most com- 
plete line of Modish Street Coats of fine Suedine 
Cloth, fashioned in full, rippling fitted styles with 
large collars of Fur---all beautifully lined. 


The very first opportunity come in and try 
on one of these garments. You're always welcome 
whether you come in to buy something or simply look 
around. 

Very truly yours, 


[ 348 ] 


READY-TO-WEAR SHOP 


We want your opinion of the 
garments we are now showing. 


Mrs. Helen Adler, 
$45 8. 49th St., 
New York City. 


Dear Mrs. Adler: 


Now that the very latest and most stylish 
garments that will be shown this Season in Suits, 
Coats and Dresses are ready for your inspection, for 
Easter and Spring days, we want you to spend a few 
moments of your time during the coming week if pos- 
sible, to look them over. 


We want your candid opinion, Mrs. Adler. We 
feel that we have about the best display shown in the 
City at the prices---but it is YOUR opinion we wish. 


Wererc aryrerto- hold te, “pefores the war" 
prices as much as possible $25.00 to $75.00 for Suits, 
Coats and Dresses of style and quality. 


We trust you have been fully pleased with our 
service in the past. We thank you for your always help- 
ful interest in our business and we assure you we appre- 


ciate it greatly. 


Very truly yours, 


[ 349 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Come in and glance over 
the Winter Styles. 


Mrs. 5. Wiley, 
COoat LE tn Ayers 
Altoona, Pa. 


Dear Mrs. Wiley: 


Now that the days are getting shorter and 
the air very chilly after the sun goes down, a Fall 
Wrap is really a necessity. It is a comfort to wrap 
a big Winter Coat around you---bury your chin into a 
soft, fur collar and snuggle your hands down into deep 
warm pockets. 


somebody told us this and now our store is 
full of these very desirable necessities---Winter Coats, 
in all the latest materials and shades. Also, we have 
some new wraps for formal wear, in beautiful colors, 
made up in rich brocades and velvets---picturesque with 
their fur collars ‘and flowing lines: 


If you come in to glance over the Winter 
styles, you'll notice that the little furry creatures, 
like the possum, squirrel, racoon and the mole have been 
getting on coat collars---all over everything---Suits, 
Coats, even street dresses---adding much to beauty, 
warmth and comfort. 


This is the most unique and interesting Win- 
ter Stock we've ever had---and we want you to come in 
soon to see it, before it is picked over. by the "early 
birds" and robbed of its best. 


Cordially yours, 


[ 350 ] 


READY-TO-WEAR SHOP 


Springtime display of 
Head-to-Heel apparel. 


Mrs. Anna Stevens, 
556 Marcy Ave., J 
Brooklyn, N. Y. 


Dear Mrs. Stevens: 


The first afternoon you go out to shop, you 
should take time to see our Springtime display of the 
most distinctive Head-to-Heel Wearing Apparel. 


The new Spring footwear, stylish garments and 
exquisite millinery that have just arrived are from the 
foremost New York makers and represent the choicest 
ideas of the season. There are many stunning new modes 
---exclusive ideas worked into ladies wearing apparel. 


Particularly, a stroll thru our shoe depart- 
ment will prove worth while. The display here fairly 
sparkles with the prettiest oxfords and pumps, and most 

Gomplete and quite the best selection ever shown. 


Come in soon. We will be glad to "just show" 
you anything, whether you make a purchase or not. 


Cordially yours, 


[ 351 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Store improvements made for 
customers’ convenience and 
comfort. 


Mrs. William Kabe, 
1030 Bryant Ave., 
New York City. 


Dear Mrs. Kabe: 


With the opening of the Fall Season, we have an 
important message and an invitation to extend to you--- 


We've made big enlargements on our store during 
the Summer---added everything in the way of equipment for 
your convenience and comfort---new Fixtures for speedy Serv- 
ice---an attractive Rest Room---and also a NEW DEPARTMENT, an 
up-to-date Shop carrying exclusive Ready-to-Wear Garments and 
Hats for the well-dressed women of this vicinity. 


So here you will find, right now, the Fall Season's 
most fashionable modes---styles which represent the choicest 
ideas from both here and abroad. There are many new models in 
Coats, Suits, Dresses and some charming shapes in Hats---ex- 
clusive ideas worked into exclusive designs of wearing apparel. 
All these garments are made of selected materials---style, cut 
and workmanship guaranteed, of course. 


For your next Suit, Dress, Coat or Blouse, come in end 
let us show you the season's latest! And -we are sure we have 
the very hat that is most becoming to you! Come in soon---and 
often. You are always welcome. We want you to enjoy these new 
improvements, for they were made for that purpose only. 


Sincerely yours, 


[ 352 ] 


READY-TO-WEAR SHOP 


Summer wearing apparel. 
House dresses, etc. 


Mes Gy LL. Siiver, 
345 Hoe Ave , 
New York City. 


Dear Mrs. Silver: 


When the summer HEAT from the dusty roads just 

seems to rise in clouds, and people begin to spend their time 
following the sun around the north side of the house---you just 
can't have too many dainty, washable things to wear, for you 
NEED more clothes in Summer. The very thing you'd like to wear, 
for the next week-end, is in the laundry when you want it most. 
It's lucky that Summer fabrics aren't as expensive as winter 
woolens and silks and velvets---so you CAN have more. 


Had you ever thought of buying your Summer frocks of 
print and ginghams, voile and linen, with an eye to using them 
in the winter as HOUSE DRESSES, to save your street clothes? 
The investment does not seem much of an extravagance, in that 
Leen 


And NOW is the time to buy them---to get a full 
season's use out of them. We're writing you all this---frankly 
---because a very attractive shipment of white clothes, summer 
frocks and sport wear JUST ARRIVED---and it is hanging, fresh 
and expectant, on our racks, ready for you to see them. 


Remember, you still have three full months of warm 
weather to prepare for, and then the beautiful, clear day of 
Indian Summer, after that. We think you'll be enthusiastic 
about these "Midsummer Dreams" we have just received. 


Very truly yours. 


BUILDING RETAIL BUSINESS BY LETTER 


Shop early this 


season. 


Mrs. Kate Burns, 
456 Park Ave., 
New York City. 


Dear Mrs. Burns: 


We want to remind you that you will be wanting 
a lot of new clothes for Spring, and that by purchasing 
early you will enjoy long weeks of wear out of them while 
the Season is at its height. Also you will have the satis- 
faction of choosing when our stock is most complete. 


May we not show you our beautiful Arrivals early, 
that you may examine them in a leisurely way, thus making 
your selections without the risk of a bad choice. 

We assure you that your needs will be most care- 
fully studied out as to price, quality and service, and 


your patronage highly valued. 


We think our stock this Spring is of unusual 
beauty and excellence, and we invite your early inspection. 


Thanking you for all favors, we are 


Yours*very “truly, 


[ 354 ] 


READY-TO-WEAR SHOP 


Featuring sport clothes 
for women. 


Mrs. David Summers, 
455 Westminster Ave., 
Boston, Mass. 


Dear Mrs. Summers: 


Do you know the Blank "Chiffon Alpaca" sweaters 
when you see them? They are as feminine as the fluffiest 
of blouses, yet there is strictly tailored correctness 
in the shoulder lines and the neat fit of the sleeves, cuffs 
and color. The seams are sturdy and will hold the crushable, 
dainty weave in place, indefinitely. 


If you haven't seen a "Chiffon Alpaca", you will 
probably discredit, a little, our statement that they have 
apparently solved most of the "Sweater difficulties". 


Unlike the ordinary light yarn sweater, the Chif- 
fon Alpaca has as definite a model as though it were "cut 
from whole cloth" and hence, a distinction of style in the 
dines. They are made in. four designs --- Coat, Tuxedo, Slipon 
and Surplice --- in colors varying from Havana brown and black 
and navy blue to the most delicate pastel shades in shell pink 
and turquoise. 


We have been in business in Boston for sixty-three 
years, studying the needs and tastes of Boston women --- and 
it is significant that today we have narrowed our stock down 
to only "OUTDOOR" apparel. 


We have found a great demand for that --- and a very 
POSITIVE feminine "selective process" has taught us to carry 
@ unique line of specialty goods --- street wear and Summer 
and Winter sport wear --- in a conservative, distinctive "style 
of our own" --- which is necessarily, a reflection that the OUT- 
DOOR Boston woman prefers that style. 


Very truly yours, 


[955 J 


BUILDING RETAIL BUSINESS BY LETTER 


Sport clothes 
for women. 


Mrs. Al. Spector, 
eel Madison 5St., 
Kansas City, Mo. 


Dear Mrs. Spector: 


The first pleasant days of early Spring bring a 
lazy longing to every woman's heart --- no matter how she 
may pretend that Clothes mean nothing to her --- for a new 
Spring Suit. Jom'tsit etre? 


With the assumption that you have probably thought 
of it, yourself, and have been considering where you could buy 
most wisely, we write you today with a little information as to 
what we have to offer you. 


If you have always preferred the tailored suit --- 
keep in mind this name --- 


"TOWN AND COUNTRY" KNITTED WOOL WORSTED and when you 
come in, ask us to show you a sport suit, utility suit, travel, 
business or street suit in that make. A tailored suit by any 
other name is not so good. We should be glad to have an op- 
portunity to convert you to that belief. The pockets, belts, 
buttons and collars all project new features and lend originali- 
ty. to the distinctive simplicity of the lines. he Spirit of 
ACTIVITY is present in their design --- action, circulation, 
avidity, and the vigor of youth and health. 


They are "Outdoor" clothes, made up in serviceable 
heather mixtures of the new colors, skillfully sewed and fin- 
ished to a nicety. "Scotspun" Tailored Suits have all the charm 
of the "homespun", but they are more inclined to keep their 
shape and resist every pull and stretch. 


We are able to offer our suits, this Spring, at what 
we believe you will pronounce distinctly reasonable prices. 
Whenever you can --- drop in --- just for the sake of compari- 
son. 


Very truly yours, 


[ 356 ] 


READY-TO-WEAR SHOP 


An attractive letter 
on furs. 


mrs, We ie. Silver, 
475 Montgomery St., 
Upies,.. Ib. Ys 


Dear Mrsi.. Silver: 


You've probably been thinking about furs, since 
these first chilly Fall winds have been blowing up snow and 
cold weather. We've noticed that any number, of the little 
furry creatures like the coon, the possum, the squirrel and 
the mole, have been getting on coat collars, lately---I sup- 
pose they think it's the best way to keep warm, during the 
winter. 


if you come im to see our Winter Stocks, you'll 
notice them all over everything---suits, coats, capes, street 
dresses, evening wraps. And they add, not only to warmth and 
comfort, but to picturesqueness. 


rPerians you wi lineed an evening dress or coat, for 
the holiday social season, ahead. You will be fascinated by 
our rich Brocades---like those Queen Elizabeth used to wear 
---our crushable chiffon velvets and crisp taffetas, draped, 
micked and Shirred in styles to suit every figure; youthful 
models, cleverly designed for the slender girl---and gowns, 
calted "stunning", with graceful lines, for the mature woman. 


And remember---though we can offer you the best-and 
latest in style---finest in quality of material and workman- 
ship---and perfect fit---our prices are sensible---within 
reason --- moderate. With a little careful management, a wise 
system of buying and a moderate profit for ourselves, during 
this time of high cost, we have been able to keep down our 
level of prices and I believe, hold the good will and confi- 
dence of our customers. 


pineerely yours, 


[ 857 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Featuring women’s hats but 
referring also to coats, suits, 
etc. 


Mrs. Margaret Callahan, 
230 Hast «5460 "obt.., 
New York City. 


Dear Mrs. Callahan: 


Haven't you often heard your friends say---half 
laughing and half truthfully---that their "failings" are hats, 
shoes and gloves? 


It is quite consistent, that women who care for dis- 
tinctive, harmonious apparel, appropriate and becoming, realize 
the subtle, often over-looked importance of these three details, 
the finishing touches to perfection. 


And, because people's eyes travel to the face first, 
always---a HAT should be not ONLY harmonious, but becoming. For 
a hat frames you---the you that is revealed in your eyes, your 
smile.and your expressions and it ought to reflect and accen-= 
tuate the virtues and charms that are there---differenv im every 
face. Don't you like to see a soft, feathered hat with a sweet, 
gentle face and a tailored, straight-brimmed hat on the “out- 
door" girl withjolers rae rcolors 


It is the spirit of our millinery workrooms and our 
saleswomen to recognize and develop YOUR individuality in this 
way---and to do it at sensible and reasonable prices, whether 
you are seeking a street, semi-dress Or sport hav. We often 
only pattern hats, unusual and distinctive, and we can promise 
you faithfully that you will not find duplicates of them in 
any other shop or department. 


Blanks is the OUTDOOR store---the home of sport 
and conservative street clothes, coats, suits, tailored dresses, 
blouses, separate skirts, sweaters, furs and hats to be worn “in 
the open". And now that Spring is here, our doors are wide 
and our welcome is: ready. 


Cordially yours, 


358 ] 


READY-TO-WEAR SHOP 


Announcing Fashion Promenade 
of living models in the Fall styles. 


Mrs. John McNally, 
64) Eh. 5Sth St. , 
New York City. 


Dear Mrs. McNally: 


Our Grand Opening takes place Thursday, Oct ober 
end and we are very anxious that you attend and see the many 
improvements made for your convenience. 


Last February the Blank store, as you know, passed 
into the hands of the present management; and since then, 
every effort has been made to make this a better place to 
shop. 


Our idea is to make constant improvements, not 
alone in our- stocks of merchandise, but in our methods of 
selling and in our service throughout the store. Our am- 
bition is to do better for you today than we did yesterday 
---and to show you even greater progress tomorrow. 


Our Formal Presentation of Fall Styles will take 
place Thursday, Friday and Saturday, October end, Srd, and 
4th. Twice daily---10.50 to 12 noon and 2.30 to 4.00 
o'clock---we will hold Fashion Promenades with living 
models on the Second Floor. 


You will see the season's best at this Style Show 
---everything for women, misses, stylish stouts, girls and 


young boys. You must make it a point to stop in on one of 
these days. 


Very truly yours, 


[ 359 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Invitation to attend 
Fete de Printemps. 


Dear Mrs. Clarke: 


This letter is sent as a cordial invitation to you 
to be present at the very beginning of our Fete de Printemps. 
This annual festival of Spring will begin on March.27th, and 
will continue for the balance of the week. 


We suggest the very beginning of the week advisedly--- 
because, we believe this year the event will be unique---and 
therefore so genuinely and vitally interesting that you will not 
want to defer, even for a single day, the pleasure Of parbicr— 
pating. 


First, it is spring again---and what promise that word 
brings this joyous year of 1918. Dress has come again to the 
fore, sports again to the fore---and consequently, with the in- 
spiration of @ new era of Peace and resumption of the Worm. 
industries, an entirely new set of modes has,been created, and 
will be presented in its entirety for the first Gime ab sore 
hibition. 


You will, Mrs. Clarke, see the correct new silhouette, , 
with more than a hint of the Directoire and Tanagra lines; the 
new hats the smart long-vamp pumps; the new note in strictly 
tailored dresses. Indeed, whether in suits, coats, frocks, 
blouses, millinery, shoes, corsets, lingerie or smaller acces-— 
sories of dress, there are prominent Parisian influences-———not 
merely touches---most refreshingly "different" and original. 


But this Fete de Printemps will be more than a fashion 
show. You will find it a splendid time to provide:for the 
Spring wardrobe most economically and opportunely---for our 
plans have been laid with the thought that this coming week 
should give definite expression to the benefits which readjust- 
ment brings. And consequently, it will show, in concrete form, 
how this store may at times be relied upon for the new and the 
worthy, most reasonably priced. 


May we expect you? 


Very truly yours, 


[ 360 ] 


READY-TO-WEAR SHOP 


Wearing apparel of distinction 
and dignity. 


Mrs. Hazel Jacques, 
246 Bedford Ave., 
New York City. 


Dear Mrs. Jacques: 


aberes a ureat in store for you in’ our 
Springtime Showing. 


---Dresses of unusual beauty for 


street, evening and afternoon wear---in exclusive 
Modes and Fabrics. 


---New Spring Suits, Coats, Skirts and 
Blouses marked with distinction and dignity. 


In fact, Blanks for 1923 reflects the 
advance views of the foremost fashion experts. 


Tow’ Llrind= that a visit. to thisistore 
at this time will be decidedly gratifying to you 


in every way. 


Yours very truly, 


[ 361] 


BUILDING RETAIL BUSINESS BY LETTER 


Spring opening. Come in 
and see the new things. 


Mrs. Edwin Finlow, 
Mohegan Lake, 
New York. 


Dear Mrs. Finlow: 

SPRING IS HERE! 

And---"in the Spring a woman's fancy--- 
turns to SPRING CLOTHES". Now is---the time for 
you to think of Spring Styles. 

Or, stating it briefly—---a good time for 
you to think of the Blank Store, and their Spring 
Opening. 

You'll find us anxious 10° “jusvashon? 
you---the newest styles in Dresses, Coats, and 


Suits---Blouses---Lingerie---and shoes to go with 
all of them. 


We are delighted with this Spring Open- 
ing. Come in soon---we are sure YOU will be, too. 


Very truly yours, 


[ 362 ] 


READY-TO-WEAR SHOP 


An announcement by 
a new store. 


Mrs. Anna Haggerty, 
Ferndale, 
Nesey 


Dear Mrs. Haggerty: 


It is with great pride that we intro- 
duce to you Blank's, an up-to-date store, soon 
to be opened, handling exclusively the highest 
Apparel for Women. 


We come into your midst asking only 
for the privilege of serving you. We feel that 
we can please you, Mrs. Haggerty, endeavoring 
to take care of your every want, and to make 
our store comfortable for you. 


We cordially invite you to visit us, 
and to inspect the many beautiful garments we 
have to interest you: Suits, Coats, Dresses, 
Waieton okirios, Millinery, etc., allicarefully 
chosen for the Well Dressed Woman. 


We hope we may soon have the pleasure of 
serving you, and assure you that your desires and 
needs will be caréfully studied, and your patron- 
age warmly appreciated. 


Inspection of our goods will place no 
obligation upon you, but it will give us great 
pleasure to show them. 


Yours very truly, 


[ 363 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Visit this store when 
shopping for presents. 


Mrs. Maude Adams, 
1819.Park Ave., 
New York City. 


Dear Mrs. Adams: 


When shopping for presents be sure to come here 


and see the many beautiful, appropriate and useful things 
that have just come in. 


We are showing a wide range of suitable gifts:- 
Furs, Coats, Suits, Dresses, Waists, Skirts and Petticoats 


---needful things for present use and for the Winter months 
ahead. 


You'll: find the solution of many of your ¢ice 
perplexities here. Don't wait---come in and look over our 
stock to your heart's content; you are certainly welcome, 
whether you make a purchase or not. 


With warmest wishes, for a Merry Merry Christmas 
and a New Year filled with prosperity and happiness, we are 


Yours: very. truly, 


[ 364 ] 


READY-TO-WEAR SHOP 


A Thanksgiving letter mentioning 
wonderful stocks. 


Mrs. L. K. Swan, 
opringfield, 
Mass. 


Dear Mrs. Swan: 


With Thanksgiving and the Holiday season ‘round 
the corner, you probably have been giving thought to your 
apparel needs for the winter. 


Perhaps it is a new winter coat that heads your 
Ligaen suunins “wreappy’ sort of style with a rich fur 
collar---that you can snuggle into and keep ever so warm. 
Or again it may be a Fur Coat or Furs which takes preced- 
ence over. everything. 


Whichever it is we are ready for you. Cabinets 
upon cabinets full of Winter Coats! A whole section of 
our main floor devoted exclusively to Furs! A showing, 
indeed, metropolitan in its scope. 


This week, too, is a splendid time to come in, 
for our November Quarterly Clearance Sale starts Wednesday, 
and you will find exceptional values and savings eas 
out all our stocks of high-grade apparel. 


Yours very truly, 


[ 365 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Christmas letter suggesting 
early shopping. 


Mrs. Robert Mason, 
46 Main St., 
Terre Haute, Ind. 


Dear Mrs. Mason: 


We know how easy it is to forget the resolution 
everyone makes to do their "Christmas shopping HARLY next 
year", so we want to remind you of it. 


Of course you realize that stocks are fresher 
and more complete at the beginning of the season than at 
the last minute. Besides, you get better SERVICE by shop- 
ping early in the season AND early in the day. 


We have countless suitable gift things this year--- 
Blouses, Camisoles. Petticoats, Pettibockers and Bloomers 
of silk jersey---Bath-robes, Breakfast-robes, Kimonas, Neg- 
ligees and many other beautiful and useful things we have 
not the space to mention. 


oince last year, our business has actually doubled. 
We believe this due to our Policy of cash buying and cash 
selling. It stands to reason that by offering a supreme qual—> 
ity of merchandise at lower prices than are usual---we in- 
crease our patronage. Our patrons share in our prosperity. 


SO we suggest that you bring your list to our store 
at your earliest convenience and you will be surprised to‘see 
how quickly and reasonably you can check off each name. Come 
in SOON. 


Sincerely yours, 


[ 366 ] 


READY-TO-WEAR SHOP 


A Ready-to-Wear store 
as a gift shop. 


Mrs. Albert Gross, 
456 Hast 164th St., 
New York City. 


Dear Mrs. Gross: 


How busy everyone is---buying things for other people! 
It's a generous-hearted old World, after all. 


For weeks, we have been turning ourselves inside out, 
trying to become a Gift Shop on short notice, for this Holiday 
season. Then one of our customers said "Why, you are one, al- 
ready". So we arranged our stock on display, for easy selection 
and decided to invite our friends in, at once. 


First of all, we want you to remember that this is not 
a Fancy-Priced Shop. Our Ready-to Wear Garments have individu- 
ality, because of the personal selection and discrimination of 
our buyers. We are a Specialty Shop---making a characteristic 
of Style, Good Quality,and Full Value, but high prices is one of 
the things we do NOT claim as a specialty. We try to avoid it 
as much as the cost of running our business will let us. 


May we suggest that gifts from our Shop will be at 
once useful as well as charming? Is there any girl or woman who 
would not be pleased with a beautiful fur neck-piece, a pretty 
wool or silk scarf, a striking wool or silk sweater in a becom- 
ing color---indeed, any article of Good Quality? 


Come in and look to your heart's content. The small 
remembrance for a friend, and the Bigger Gift for those closest 
to you will receive the same personal attention from us. 


We wish you a very, very Merry Christmas! 


Sincerely yours, 


[ 367 | 


BUILDING RETAIL BUSINESS BY LETTER 


Easter letter extending 
imvitation to see Spring 
Display. 


Mrs> I.2Bifsines., 
546 5t. Nicholas-Ave., 
Meriden, Conn. 


Dear Mrs bridings: 


Do you realize that there are just twenty more 
days until EASTER? 


It may be a little too early to extend to you our 
season's Greeting---but, frankly,. we felt that it might be a 
welcome suggestion to mention our Spring display of light 
weight coats, suits and dresses, at the same time---as 
HKaster is the traditional time to think of Spring "Bonnets" 
and all the good things that go with them. We. are writing 
you early enough---in the hope that you'll drop into our 
shop---just for a mere TRIAL. 


Our policy. has always been to keep our stocks 
fresh and new---ever changing and ever. attractive to the 
modern-minded woman. The old-fashioned merchant often 
bought -up huge quantities at big reductions, with the result 
that the stock was often stale and out-of-date. Our idea is 
to buy just far enough ahead to avoid the next jump in 
prices---and then give YOU the benefit of our foresight--- 
but, at the same time, KEEP our stocks strictly up-to-the- 
minute---making smaller, but steadier profits. 


You may always be SURE that if a purchase is not 
100% satisfactory, we will make it right, cheerfully and 
quickly. These are just a few points in our policy which 
concern YOU directly. 


We wish you a very Happy Easter Day---and success 
and happiness for the Season. 


Cordially yours, 


[ 368 ] 


READY-TO-WEAR SHOP 


An out of the way store that 
advances this as reason for 
better values. 


Mrs: Vincent Flushing, 
So- Fulton St :, 
Rochester, Minn. 


Dear Mrs. Flushing: 


Again, the merriest time of the year is fast 
approaching, and we were never better prepared than we 
are at present, to assist you in celebrating the season 
with a complete line of Holiday merchandise. Are you 
looking for a gift for a member of your own family or a 
friend? We have what you want in an endless variety. 


Our buyers go each season to the same market 
frequented by the largest stores in the country, and ob- 
tain for us a complete assortment of wearing apparel for 
men, women and children, and things for the Home. 


We do not have the heavy expense of doing bus- 
iness incurred by the down-town store; therefore can af- 
ford to place our values much less than they. This is the 
reason why "WE MAKE DOWN-TOWN SHOPPING EXTRAVAGANT." 


. We are ready for the largest December business 
we have ever had. We have a great selection of gifts, and 
an eager and willing force of employees to serve you, and 
now we want you to come and let us demonstrate how much more 
you can obtain for your money here than elsewhere. We also 
urge you to shop early and in the morning. You will find it 
more pleasant and more profitable, with no crowd to bother 
vou om hurry you. 


We extend to you and those near and dear to you 
the greetings of the season. 


Yours for service, 


[ 369 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Christmas gift suggestions and 
apparel for your own wear. 


Mrs. James Collins, 
5678 Third Avenue, 
Muncie, Ind. 


Dear Mrs. CoLLlins: 


December the month of festivities---and the 
happy perplexities of Christmas Gifts is here. Have you 
ever heard of @ woman who would not welcome a gift of a 
bit of dainty lingerie or a fine piece of Madeira linen? 
We are carrying a very unusual and exclusive line of 
these things---and we have a special display of them for 
this favored month. Perhaps you will be interested in 
dropping in just to see them, whether you are looking for 
Gittss “or aes 


And then---something to wear yourseli- = 70 c gue 
Holiday---blouses, dinner and tea gowns---ruffled, tucked, 
shirred and draped into the most bewitching and distinctive 
models, in lovely colors and quaint, unusual combinations of 
material---you must come in and see them. You will be de- 
lighted. . 


pomeone once said---"Individuality in Dress is 
knowing .the kind of thoughts you think---and WEARING them!" 
In the Oriental Shop, at this season, you'll find that 
"something different" which will express your Personality. 





It is fascinating to shop here---and a welcome al- 
ways ready. 


pincerely yours, 


[ 370 ] 


READY-TO-WEAR SHOP 


Extending an invitation to 
visit store during convention. 


Miss Anna Berg, 
445 East llth Street, 
Peeve ON Ox 


Dear Miss Berg: 


We were recently pleased to hear that the 
Ohio teachers were again to hold their convention 
in Troy on August 30. 


The convention was so well attended two years 
ago, and so many of the Delegates paid a visit to our 
store, that we are happy to extend to you, an invitation 
to come in and look around, while you are here. 


For this occasion we have obtained an especial- 
ly attractive selection of Fall Styles in Ready-to-Wear 
Clothes for women and at very exceptional values---we 
are sure you will be interested in seeing them. 


In our Millinery Section on the Fourth Floor, 
@ registration booth has been arranged, and for every 
delegate who registers, we have provided a SOUVENIR, a 
compact Signature Blotter and Ruler combined, which you 
will doubtless find very convenient. 


Anticipating the pleasure of entertaining you 
here at the store, where every convenience has been pro- 


vided for your comfort, we are 


Very respectfully, 


[371 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Autumn showing 
of styles. 


Mrs. Frances Ferguson, 
585 W. 36th St., 
Hannibal, Mo. 


Dear Mrs. Ferguson: 


Autumn, you know has a way of bringing 
with it a longing---yes, a necessity for a Spick, 
Span new Suit. Summery frocks and last Spring Suits 
have outworn their welcome. 


Autumn is in the heart and seeks expression 
in new attire just as leaves break forth in color and 
the Chrysanthemum opens wide her myriad petals. 


If it is a beautiful suit of soft, velvety 
fabric, richly adorned with Fur or Embroidery that you 
wish, at Blank's you will find an assortment un- 
excelled. 


Or if a smart Tailleur would better suit your 
fancy, these, too, are here in abundance in trimmest 
styles and most fashionable colors. So many handsome 
modes are now on display, there is certain to be one for 
every need, 


Just stop in when convenient and let us show 
you some of these new garments. There's never any 
obligation. 


Very truly yours, 


[ 372 ] 


READY-TO-WEAR SHOP 


Special purchases for customers 
while merchant is in New York. 


Mrs. B. Von Tassel, 
Twin Falls, 
Idaho. 


Dear Mrs. Von Tassel: 


Tomorrow I will leave for New York to se- 
lect our Spring models. 


It occurred to me that you might have some- 
thing special in mind that I could purchase for you 
while East. If so, I would be glad to hear from you 
at the address below. 


With kindest regards, I am 


Sincerely yours, 


[373 ] 


BUILDING RETAIL BUSINESS BY LETTER 


From the store’s buyer while in 
New York on coming styles for 
women. 


Mrs. 72> Parisanc, 
56 Christopher St., 
Db. seu.s: Moy 


Dear Mrs. Parisano: 


For the past three weeks I have been in New York 
and other Eastern Fashion Centers, looking over the lines 
of the most exclusive houses, and truly, I don't think I 
have ever seen a more pleasing array of styles and colors. 


I'm’ feeling in high spirits ‘for liye Doushtaae 
smartest Coats, Suits, Furs, Dresses and Waists you ever 
saw. Perhaps I made a mistake in going in too heavy, but 
these garments so impressed me, that I feel sure they will 
appeal To everyone vor OUY Trent. 


Most of these selections have gone forward. In 
fact, I had word from the store this morning that many of 
the new things had arrived and were already on display. 


I am particularly anxious that you see these new 
styles real soon, so why not make Gea pcinG po stop tives 
the store tomorrow? I need scarcely mention the Policy of 
the Blank Store---they're always glad to "just show” you 
anything in which you are interested. 


vincerély yours; 


[ 374 ] 


READY-TO-WEAR SHOP 


A letter from New York about 
purchases of misses’ apparel 
made there. 


Miss Emily Little, 
I.Main St., 
Detroit, Mich. 


Dear Miss Little: 


Last year, we determined upon a little plan 
which, in a way, concerns you. We decided to give MORE 
attention to the wearing apparel for the smaller Ladies 
and Misses. 


During my stay here in New York, I had this 
well fixed in mind, and spent much of my ‘time visiting 
the display rooms of leading firms specializing in Jun- 
ior and Misses' garments. 


The styles were never more charming than this 
year. 1 have selected from these exhibitions, garments 
modeled by the world's up-to-the-minute designers. Among 
them are the smart, straightline suits and prettily draped 
Capes, smartly tailored daytime frocks of tricotine, serge 
and Poiret twill, and exquisite blouses of georgette crepe 
and net revealing many novel innovations. 


These garments should be on display at the store 
within the next few weeks and I am anxious that you stop 
in the first opportunity. It is the difference in QUALITY, 
the genius in cutting, that I want you to see in these gar- 
ments, for I know you will appreciate it. 


Cordially yours, 


[ 375 ] 


BUILDING RETAIL BUSINESS BY LETTER 


A Return from 
New York letter. 


Mrs. William Bain, 
pa et atNal gon Nat 
Trenton, Nid. 
Dear Mrs. Bain: 
For the past three weeks we have been in 
New York, buying the most exclusive, yet practical 


Suits, Capes, Dolmans, Dresses and Waists. 


It will be’ a pleasure to show you the resuks 
of our purchases any time after May 6th. 


We have secured the exclusive agency of a line 
of Suits and Coats never before shown in Trenton. 


We are also authorized. representatives of 
Blue Bird, Rawah and Burgesse Hats. 


Won't you kindly favor us with a visit before 
you purchase? 


Yours respectfully. 


[ 376 ] 


READY-TO-WEAR SHOP 


‘ A letter from New York 
featuring the season’s newest 
styles and women’s wear. 


Mrs. Jim Cole, 
Providence, 
Rhode Island. 


Dear Mrs. Cole: 


After spending some time here visiting leading 
New York houses, we have been fortunate in securing some 
wonderful merchandise at surprisingly moderate prices. It 
has not been an easy matter to secure these goods at such 
prices, in view of existing market conditions, but we feel 
that we have just bought the finest collection of suits 
and coats ever shown -- the season's newest styles. 


The coats include styles for motor, sport and 
general Uti ltty Weal. ona values are remarkable. There 
is something distinctive about the styles we have selected, 
something about the cut, fit and nicety of detail, as well 
as quality of material, that will appeal to every one of the 
well dressed women of our community, whether it is a tailored 
suit, coat, waist, dress or hat, that you are interested in. 


We are planning to show you daily, new arrivals of 
beautiful summer dresses in linens, ginghams, organdies, voiles 
and swisses. The styles this season are the prettiest shown 
for several years, and mere description could not convey more 
than a hint of their beauty and smartness. As for judging the 
values, you must see them yourself. 


DEuop 1m at the first.opportunity. Weare sure you 
will be delighted with what we have to show you. 


Cordially yours, 


[877] 


BUILDING RETAIL BUSINESS BY LETTER 


Fashion displays announced by 
owner of the store while in New 
York. 


Mre.. 2. Kimbealdy, 
112. Mein cee 
Troy tees 


Dear Mrs. Kimball: 


Though in this Great City, my thoughts are 
nevertheless, with Troy and my good friends there. 
You are also constantly in the thoughts of my corps of 
buyers, and you may rest assured that the greatest care 
and judgment is being exercised in the matter of our Fall 
selections: 


seven department heads are here, ,exerting every 
effort in your behalf, and with the assistance of a staff 
of experts from our permanent New York office, there is 
nothing that can possibly be done that is not receiving the 
most exacting attention. 


I am frank and pleased to say that you can well 
cipate the most extensive showing of high-class merchan- 
n our store that ability and money can procure. 


oO 
oz 


The showing in our Ready-to-Wear and Millinery 
Departments will be unusually extensive and the styles dis- 
tinctive, interesting and correct. I am sending this as a 
personal invitation to you to visit our departments, inspect 
the merchandise as it arrives, and note the wonderful crea- 
tions of our American artists, recently returned from Paris. 


The first displays will be ready by the first of 
next week. Plan to drop into the store about Wednesday. 


Cordially yours, 


[ 378 ] 


READY-TO-WEAR SHOP 


Buyers during their trip East 
made unusual purchases. 


Mes = ie Colt, 
Seovupoutn 4rd 5t.., 
Siac ge ns Gale i ea a 


Dear Mrs. Colt: 


SOpring was certainly late in starting this year 


and, before you know it, summer will follow on the heels 
Of spring. . 


No doubt you've been thinking of buying a summer 
dress or two and possibly a coat wrap. This letter is not 
to urge you to buy anything you don't need or want, but to. 
invite.you to see our display, because it is particularly 
good, right now. 


Our buyer spent the last few weeks in New York and 
purchased some mighty fine apparel for girls and women. 
You'll no doubt be down town shopping tomorrow or Saturday, 
and we certainly would like you to visit the new department 
on 'the second floor, because we think YOU'D enjoy it! 


By the way, you'll find that our blouse and mil- 
linery departments have moved down to the main floor---for 


your convenience, which is always our first consideration. 


Sincerely yours, 


[ 379 ] 


BUILDING RETAIL BUSINESS BY LETTER 


A back home letter about 
purchases made during 
trip East. 


Mrs. Ray Walch, - 
59 W. Michigan Ave., 
Detroit, Mich. 


Dear Mrs. Walch: 


It is a delight to be back once more from 2 
visit to America's business metropolis, New York. With 
me I have brought many new style ideas and a thorough 
knowledge of existing modes to enable me to answer those 
perplexing “What shall I wear" problems. 


Every number we have selected possesses a cer— 
tain quality of individuality and refinement: that will 
appeal to your taste. And the prices, too, are exceed- 

(ingly modest. 


The importance we attach to careful selection 
of exclusive garments has! been responsible ter Gee 
remarks made here and there, “Anything I buy at the 
Blank's Store, I know I will not see a duplicate elsewhere." 


It is’ this unusual dis play of Confidence sn euue 
part of those who come to us season after season, and who 
with such assurance recommend us to others, which seems 
to justify us in again inviting you to review a rather ex- 
ceptional assemblage of Fall apparel. 





Please’ believe that this very cordial invita— 
tion is extended quite irrespective of any desire to in- 
duce you to purchase, but in the confident belief that you 
will be genuinely interested in the many new things. 


Very Sincerely yours, 


P. 5S. We are showing a complete line of high grade furs, 
and because of the present uncertain market conditions we 
suggest that you make your selections early. 


[ 380 ] 


READY-TO-WEAR SHOP 


A sale by a store whose 
every day values are 
bargains. 


Meek. LU. Davis, 
eo Milk St., 
Boston, Mass. 


Dear Mrs. Davis: 


The last half of January--that is the period set 
aside for our Big Clearance Sale which will effect our en- 
tire stock. 


You will marvel at the remarkable values in Suits, 
Coats, Dresses, Furs, Blouses--and at prices not to be seen 
again this season. 


We believe that you are already convinced that 
1S er Values are exceptional values, even at the 
Original markings--and that you will appreciate a reduction 
on these prices as an opportunity that you don't want to 
miss! 


Be sure to come in. It will be worth your while 
to keep this time in MIND! 


Very truly yours, 


[ 381 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Semi-Annual Clearance Sale. 
Everything included. Nothing 
carried over. 


Mrs. Kate Stein, 
456 East 162nd St., 
Cleveland, Ohio. 


Dear Mrs. Stein: 


You are always interested in a good bargain --- 
aren <s -youn 


Our Semi-Annual Clearance Sale is now in progress, 
the object of which is to sell all of our present Season's 
stock. 


One of the policies of this store is svoscarm, 
over no garments from one season to another --- to accom- 
plish this we radically reduce the- price of Svery garmentvin 
the store, many of these below their actual cost. 


vo if you need any wearing apparel you will effect 
@ great saving by purchasing here at this time. 


Harly selection is decidedly to your advantage. 


Yours very truly, 


[ 382 ] 


READY-TO-WEAR SHOP 


A January Sale of Coats, 
Dresses, Suits, Furs, etc. 


Mrs. Richard Talmadge, 
Hollywood, 
California. 


Dear Mrs. Talmadge:- 


Every year after Christmas, we hold a Sale, 
a sharp reduction on Coats, Dresses, Suits, Skirts, 
Fur Coats and Fur Pieces --- distinctive women's appar- 
el of the high character for which this store is famous. 


The success of this Sale has been shown by 
the wonderful response always accorded it --- a recog- 
nition of the unusual values we offer. People know 
that it is-an opportunity to secure garments of merit 
from our regular stock of up-to-date styles --- at a 
FRACTION of their real value! 


This year, the Sale opens on Monday, Jan. 3rd 
--- and we are sending you this personal announcement 
because we want you to know that the values we can of- 
fer this year, are greater than ever before in our his- 


tory. 

I hope you will benefit from it --- and I 
would advise an early visit while selections are at 
their best. 


Very truly yours, 


[383] 


BUILDING RETAIL BUSINESS BY LETTER 


Low prices will mark our 
Anniversary Sale. 


Mrs. Mary Koenig, 
45 West G. St., 
Lima, Ohio. 


Dear Mrs. Koenig: 


Six years ago, when we opened for business, 
we decided upon a basis of operation that would give 
to the people of Lima and vicinity a store that would 
soon be FAMOUS for VALUES. 


That we have succeeded can be seen from our 
progress and growth, for the store now includes more 
than 6,600 square feet of floor space, devoted exclu- 
Sively to Ladies' and Misses' Ready-to-Wear. 


We are going to celebrate our Sixth Anniver- 
sary by offering fall and winter wearables at prices 
that will be astoundingly low---so low, in fact that 
it would pay you to buy several extra garments, even 
though it is more than you actually need right now! 


Watch the newspapers---whenever you see a 
Brown announcement, you'll know it means dollars and 
Cents f1or cu. 


Yours vier, ruta, 


[ 384 ] 


READY-TO-WEAR SHOP 


Announcing semi-annual sales 
of women’s coats and suits. 


Mrs. Rose Romer, 
ear We L9end, ot. , 
Bronx, New York. 


Dear Mrs. Romer: 


You are always interested in a good bar- 
gain --- aren't you? 


Our semi-Annual One Thousand Suit and Coat 
Campaign and Half Yearly Clear-A-Way is now in pro- 
gress, the object of which is to sell all of our pres- 
ent Season's stock. 


One of the policies of this store is to 
Carry over no garments from one season to another. 
To accomplish this, we radically reduce the price of 
every garment in the store, so as to divide the ad- 
vantages of the sale among our good customers. 


Our Women's Coat Salon presents some wonder- 
fully attractive bargains in smartly styled, seasonable 
Coats for Women, Misses and Children. 


With conditions as they are, we are frank to 
say that a coat purchased at this time at our greatly 
reduced prices will mean a splendid investment as most 
of these late styles will be in vogue next season, and 
the prices will be very much higher. 


Every member of your family should attend 
this great selling event. 


Very truly yours, 


[ 885 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Stout clothes with 
style to them. 


Mrs. W. H. Johnson, 
20O. Maines u., 
Boston, Mass. 


Dear Mrs. Johnson: 


Our experience has shown that Stout Clothes, in 
order to be stylish, must be made by houses that specialize 
on garments in the larger sizes. 


Designing smart models for extra sizes is an art 
in itself. The ordinary manufacturer cannot fit the average 
Stout and make the wearer look smaller. 


The Fall garments that we are now showing were 
selected from prominent manufacturers who have made a 
thorough study of clothes for stout women, and consequently 
know the requirements of the stout figure. 


Many of these garments were designed abroad and 
reproduced here, so as to be distinctive and fetching. They 
not only fit perfectly, but actually make the stout women 
look smaller. You will find as wide a collection of Smart 
styles for Stouts as others offer only to the slender. 


Please call: the first opportunity. You! livoe 
immensely pleased with this splendid line of "Stouts." 


Very cordially yours, 


[ 386 ] 


READY-TO-WEAR SHOP 


Buyers’ announcement from New 
York regarding ‘‘ Stylish Stouts.’’ 


Mrs. Millie Bryan, 
AUSti2, 
Texas. 


Dear Mrs.) Bryan: 

While. in New York the past three weeks, I 
visited houses that specialize entirely in garments 
known in the trade as "Stylish Stouts". 

The designers are masters in this art and 
I went about to select lovely Suits and Dresses in 


all the most popular materials. 


When I have shipped these garments back to 
Austin, we will be able to give you youthful lines 
worn by the girl. 


We are still the exclusive representatives 
for Blue Bird, Rawah and Burgeese Hats. 


May we hope to show you my selections any 
time after January 20th? 


Yours respectfully, 


[ 387 ] 





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ss Sorron VI . 
MILLINERY 


BUILDING RETAIL BUSINESS BY LETTER 


Competent sales clerks in 
our millinery department. 


Mrs. Blanche Rafferty, 
OL. ES) Dee ae 
Peoria ade 


Dear Mrs. Rafferty: 


If you have a secret sort of longing for a 
glimpse of the new Fall styles in millinery, there's 
a place where Winter Hats, in silks, satins and vel- 
vets, in blending tones and shades, will nod them- 
selves at you alluringly, like lazy poppies on, their 
stalks. Our Fall display in millinery is now open: 


People say that the clerks in our hat depart- 
ment have the knack of bringing out the RIGHT hat at 
the RIGHT time. They are trained, thoughtful women, 
with a love of their work, and we are very proud of 
the charming, personal Service they make possible in 
this department. 


I heard one of them express it this way--- 
"Don't you usually try to put e soft feathery fat on 
the Mother with a sweet, gentle face---or a youthful, 
tip-tilted hat on the merry little girl in her teens 
---or & Sport. hat on the. outdoor’ cirri ae mace oueiG 
to blend with your own Personality---and our sales-. 
women have made a specialty of recognizing and devel- 
oping individuality. 

Drop in---"just to look" at the new styles. 
You will be surprised at our prices, this season. We 
have made every effort to keep them at a sensible and 
moderate level. 


nincerely yours, 


[ 390 ] 


MILLINERY 


Spring millinery 
specially priced. 


Mrs. Mitchell Donnelly, 
Kansas City, 
Missouri. 


Dear Mrs. Donnelly, 


You remember we took 20% off our prices last 
Spring? You recall how it helped to keep down expenses 
when prices were still soaring? We took a loss and held 
a sale even before the manufacturers reduced their prices 
---not knowing what the future costs would be to us. 


We moved quantities of merchandise during this 
big sale, which gave us buying advantage over other stores 
for the new season. 


Today, as during the famous 20% REDUCTION, we are 
making sacrifices, in order to help you to keep down ex- 
penses. We are replacing stocks with new goods bought at 
lower prices. MORE---the day a manufacturer reduces his 
line still further, that day we reduce - these goods in our 
store, though it means taking a loss of hundreds of dollars. 


To serve you in the best way possible, we have 
searched the country and selected men and women of known 
ability as buyers and department heads. Our patrons will 
be given the services of experts with country wide experi- 
ence in their respective lines. 


Come in any time and see the many surprises we 
have in store for you. 


Very truly yours, 


[ 391 ] 


BUILDING RETAIL BUSINESS BY LETTER 


A Millinery Department where 
hats can be tried on without the 
slightest obligation. 


Mrs. Conrad Will, 
54. Hast Ota we vas 
Ft. Wayne, Ind. 


Dear Mrs. Will: 


Burn this in your memory: Here in our alert and 
obliging Millinery Department you can try on hats to your 
heart's content, and never feel obliged 'to buy. We make 
this a big point. That's because we believe a woman often 
hesitates to go into a store unless she knows exactly what 
she wants. She doesn't like to leave without buying. 


Not so in this store. It warmly welcomes the hes- 
itating woman. Here you are never urged to buy. Here you 
are left to decide for yourself. Our salespeople are made 
to realize THEY THEMSELVES wouldn't buy a hat if it didn't 
become them. So there's no obligation and no embarrassment 
when you come here for a try-on--and leave if you don't find 
what you want. 


Our display of Summer millinery is now ready for 
your inspection. It is truly a splendid collection of cool, 
summery looking hats, smart, distinctive and original. 

There are hats of all types for every occasion. 
Whether for Summer Resort wear, Outdoor Sports, or for Dress 


wear, you will find something to suit you here. 


Come in. We'll be glad to "just show" them to 
you. 


Very truly yours, 


[ 392 ] 


MILLINERY 


A shop where you can 
find the hat you want. 


Mrs. Henry Masur, 
678 East 64th St., 
Rochester, N. Y. 


Dear Mrs. Masur: 


There's the very hat for you---one of unique 
individuality---among the graceful creations in our 
Millinery Showing. 


You might shop for hours, but for scope and ex- 
quisiteness you must see this collection, representing 
the most wonderful originations of world famous artistes--- 
the most beautiful hats shown for many, many seasons. 


Among the new colors are the nasturtium shades; 
Pompeian red, which has a new softness; beaver and beige 
in new definitions; Royal blue, more beautifully soft than 
formerly; also tones of cordovan, amber, brown, etc., in- 
cluding the various fur trimmings. 


Just stop in the very first opportunity and try 
on some of these hats in the new colorings. You'll be de- 


lighted to find how becoming they are. 


COrds Salk yours: 


[ 393 ] 


BUILDING RETAIL BUSINESS BY LETTER 


First showing of 
Paris Models. 


Mrs. Fred Amos, 
Philadelphia, 
Pa. 


Dear Mrs. Amos: 


A first showing of the marvels in Millinery that 
Paris has produced for the autumn season takes place at 
Blanks next Tuesday. 


Really, it is an exhibit justifying the pride 
with which we bring this wonderful collection of Hats to 
the attention of the well dressed women in Blank for it 
represents the cream of the season's new creation. 


The shapes are original and there is an unlimited 
variety for your choice of the artistic lines best suited to 
yourself---with softness as a chief characteristic. 


The colors and fabrics are extremely lovely and 
include every conceivable combination, the trimmings, too, 
are wonderful, the lines very smart indeed, with frequent 
use of those youthful, drooping lines which create a girlish 
effect. 


But pages of mere description could not convey 
more than a hint of their beauty. See them, and satisfy 
yourself that the inspiration of Paris modistes has found 
a full and fitting expression here. 


Very truly yours, 


[ 394 ] 


MILLINERY 


A smart collection of the 
latest models on exhibition 
am the Millinery Salon. 


Mrs. Charles Daniels, 
456 Hagle Ave., 
Mansfield, Ohio. 


Dear Mrs. Daniels: 


Many new Hats, rivaling in beauty and smartness 
their predecessors of the season; have just come out of our 
workrooms and are now being shown in the Millinery Salon. 


Indeed, these Millinery Fashions vie in style in- 
terest with the original Paris creations, which are the very 
source of the Mode. 


Hats - small, large and middle-sized; brims that 
turn smartly up and brims that turn gracefully down. Close- 
fitting hats that "stay put" without hat pins on even the 
blowiest day---Hats saucy and flaring, youthful and piquant. 
All strikingly effective and ultra-modish. 


The collection is really worth a visit---won't you 
come? 


Very truly yours, 


[ 395 ] 


Smart 
millinery. 


BUILDING RETAIL BUSINESS BY LETTER 


Mrs. S. M. Jones, 
1980 First Ave., 
Wheeling, W. Va. 


Dear Mrs. Jones: 

For SMART millinery--- 

You should take time to stop in and see our 
Wonder Hats at $5.00, and the DeLuxe Models at $7.50. 


We believe you will be genuinely interested. 


This season our collection of millinery far 
surpasses anything we have ever shown. 


Never have we had a more complete showing of 
new and desirable models than at this time. We cordial- 
ly invite you to come in and see for yourself. 

It is never the least trouble to have you try 
on any number of hats, and we feel confident of being 


able to please you perfectly. 


Suppose you stop in tomorrow or the next day. 
We'll appreciate your visit. . 


Cordially yours, 


[ 396 ] 


MILLINERY 


This shop will not handle hats 
that are mere fads or novelties. 


‘Mrs. William Crouse, 
4567 Third Ave., 
Paris, Texas. 


Dear Mrs. Crouse: 


Did you ever have the experience of buying a hat--- 
and after wearing it several times, get such a distaste for 
it that you couldn't bear to wear it again? 


That is quite a common experience, and often happens 
when one mistakes a mere fad or novelty for a really distinc- 
tive and becoming style. A Shop of known repute cannot afford 
to carry models that will be out of style and shape in no time, 
hats that are poorly made or "trying" in design. 


It is the spirit of our workrooms and our saleswomen 
to bring out INDIVIDUALITY---and do it at sensible and reason- 
able-prices. We offer selected designs of unusual originality 
---and you will never find duplicates of them in any other shop 
or department. Now that SPRING is here---our doors are open and 
our displays are ready. 


Cordially yours, 


[ 397 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Easter display 
of millinery. 


Mrs. Milton Ross, 
ObY Kelly “Ste, 
Pittsburgh, Pa. 


Dear Mrs. Ross: 


We're ready to show you our Splendid Easter 
Display of Millinery. 


These exquisite creations, many of which are 
reproductions of very costly importations, are the lat- 
est in distinctive millinery fashions---youthful, smart 
and expressive of the rare genius of the world's best 
known designers. 


There are small, but highly distinctive tur- 
bans, new sailor types, and a host of dress shapes trim- 


med with the newest trimmings. 


Come in the very first opportunity. You'll be 
delighted. 


Cordiadiv-yourss 


[ 398 ] 


MILLINERY 


A wide selection of pretty models 
in millinery department. 


Meee. i. O'Brien, 
56 East 54th St., 
Cleveland, Ohio. 


-Dear Mrs. O'Brien: 


No matter where you've been going for your Hats, 
there are several surprises for you in our Millinery De- 
parvmeny:* A surprise in quality, style, price and service. 


Women's hats were never to be found .in so wide 
a profusion of pretty models: So it's worth your while to 
INVESTIGATE. ° It's wise to compare. 


We take a special pride in our millinery depart- 
ment. Our sole idea is to sell you a model that you will 
be proud to wear, and which will be admired by your friends. 


For a long time we have made a careful study of 
pleasing individual tastes. We know that you will be more 
than satisfied with any model you buy here. Put this state- 
ment to the test. Come in and try on several of the smart, 
new, becoming styles which are sure to please you. 


Cordially yours, 


[ 399 ] 





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CORSETS 





BUILDING RETAIL BUSINESS BY LETTER 


A corset letter that appeals 
to a woman’s love of style. 


Mrs. Charles Blatt, 
2445 Westchester Avenue, 
Pelham, N. Y. 


Dear Mrs. Blath: 


Last season, we fitted you to a pair 
of Blank Corsets which we hope have given you 
pleasurable satisfaction. The new models have ar- 
rived in the Corset Shop and we thought you would 
like to know about them. 


Among these is a corset most carefully 
designed to give that grace of line and freedom of 
movement so desired by discriminative women, and 
which we feel sure wild fill pour particular... 
quirements. 


The Corset Shop which is now on the second 
floor is well equipped to give you the best service, 
not only by its modernly equipped fitting rooms 
(which include also a surgical fitting room), but 
through the services of expert corsetieres who fit 
you, knowing all the essentials of correct corseting. 


We hope we may have the pleasure of helping 
you select your new corset this season. 


Very truly yours, 


[ 402 ] 


CORSETS 


Expert fitters employed to 
give best corset service. 


Mrs. Mary L. Sands, 
244 Park Avenue, 
Orange, N. J. 


Dear Mrs. Sands: 


As you know, our corset business is big; 
it has grown wonderfully the past year and we natur- 
ally feel, proud of it. 


We are selling the biggest percentage of 
corsets sold in the City, corsets that appeal to women 
who are particular about having their corset both LOOK 
right and FEEL right. 


There are several reasons WHY we are getting 
the best trade, and in such volume. We are particular 
to see that your corset is properly fitted by expert 
fitters, who know the model best adapted to your partic- 
ular figure, that gives you the proper lines --- cami- 
soles and brassieres of the right kind to go with your 
corset, giving you that well groomed appearance so much 
eamiredci. And our prices are lower. 


For Sixteen years we have had exclusive sale 
of "Blank" double front laced corsets, once worn, 


always worn. 


It will be a pleasure to advise at your 
SCarlicsescenveni ence . 


Very truly yours, 


[ 403 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Corset specialists offering 
real corset service. 


Mrs. Fred Coghian, 
987 Lexington Avenue, 
Batavia, N. Y. 


Dear Mrs. Coghlan: 


We know YOU appreciate our efforts to give 
YOU a better CORSET service, better BECAUSE of our 
being Corset Specialists. We have found during our 
sixteen years of study WHAT WOMEN really want in 
corsets, and tre proper accessories that give women 
that "well groomed" appearance that attracts attention 
wherever you may meet them. 


Because of our expert service in fitting only 
the proper model for YOUR particular figure, and taking 
the time to see that you are not only going to look 
right, but have COMFORT and SERVICE as well, does not 
mean that you have to pay MORE, but rather LESS per 
year. We have demonstrated this to several THOUSAND 
women; that is why today we are selling probably fifty 
percent of all corsets sold in the City (at $3.50 to 
$10.00) as well as many at a lower price. 


Our DOUBLE FRONT LACED models in Blanks for 
which we have had exclusive sale in Batavia for years 
are in big demand, as many vhysicians recommend them for 
female troubles of various kinds, because they give 
support that is necessary and in the proper way. 


We know you will want to have your corset fit- 
ted before you select the season's suit or dress, and 


SO we invite you to come in as soon as possible. 


Very truly yours, 


[ 404 ] 


CORSETS 


Corset comfort 
First! 


Mrs. John Murphy, 
4456 Third Avenue, 
Newark, N. J. 


Dear Mrs. Murphy: 


Are you enduring annoying Corset discomforts 
because you do not realize how easily they can be elim- 
inated by expert advice? 


The corset that rides up on the body; the 
corset that burns the hip bones; the corset that 
raises the bust when seated and permits the flesh to 
hang over at the back and so ruins the appearance of the 
prettiest frock or suit; all these and many other well- 
known annoyances can be easily remedied. 


Our expert corsetieres will be glad to help 
you, and an interview will place you under no obli- 
fation. 


Our fitting service is most complete and grad- 
uate eorsetieres will give you careful, individual at- 
tention. 


If you do not know the superior style, com- 
fort and wearing service of Blank Corsets, permit us to 
suggest that you ask to see .them. They are the original 
front-lacing corsets and the perfect expression of 
modern hygienic corsetry. 


We will consider it a privilege to serve you. 


Very truly yours, 


[ 405 ] 





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BUILDING RETAIL BUSINESS BY LETTER 


The writer announcing she is 
now in charge of the Personal 
Shopper Dept. 


Mrs J.) in seouese 
er Liberty ot, 
Mt... Vernonsy New ee 


Dear Mrs. Jones: 


I have come to the Blank Store to act as 
Personal Shopper for all who are unable to visit 
the store. : 


It is my duty, and I am finding it my 
pleasure, to make your shopping by mail as satis- 
factory as though you had shopped in person. 


Your order will be filled the day it 
arrives, and will receive my personal attention. 
I feel sure that you will be pleased with this 
pervice. 


If you find at any time that I can be 
of assistance to you, kindly direct your request 


to me and I will do my utmost to please you. 


Cordially yours, 


[ 408 | 


' PERSONAL SHOPPING SERVICE 


Featuring Mail 
Order service. 


Mrs. Albert Howard, 
271 Broadway, 
Boston, Mass. 


Dear Mrs. Howard: 


Miss Morton advised that we extend our 
cordial invitation to you, personally, to make use 
of our Mail Order Service. 


It is our Ambition to bring our Serv- 
ice and our Merchandise as close to you as pos- 
Sibte. We want to consistently please you---and 
make all your purchasing by mail as satisfactory 
as your own personal selection. 


We hope to be able to serve you in the 
near future. 


Very truly yours. 


[ 409 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Write me fully—give me description of 
yourself, and I’ll make the selections 
personally. 


Mrs. Jones, 
856 Broadway, 
Hartrord.,, Conn: 


Dear Mrs. Jones: 


Easter suggested New Spring Clothes to so many 
people in and around Hartford, that I was kept busy every 
second, filling orders marked "Rush-Special". 


Now that the Easter rush is over and the first 
warm, Pleasant days are here---all my efforts and thoughts 
will be directed to helping you in your Spring and Summer 
shopping. 


You may send me personal directions---explicit 
explanations---even descriptions of yourself and what you 
want---and I will promise to consider them carefully, and 


try as thoughtfully as you would, to get exactly.what you 
want. 


If, for any reason, you are not perfectly sat- 
isfied with my selection, you may have the privilege of re- 
turning it, and we will either exchange or refund your 
money. 


My department is just for the convenience of those 
who cannot come to Hartford to shop. I am anxious to be 
of service to you. 


Very truly yours, 


| 410 ] 


PERSONAL SHOPPING SERVICE 


I’ll do the shopping for you 
if you find it inconvenient to 
come in. . 


Mrs. Walter Wilson, 
116 -Pifthy Ave. , 
Pittsburg, Pa. 


Dear Mrs. Wilson: 


Now that another turn of the Season is here 
we just want to bring to your mind again, our Shopping 
pervice. 


if you Gannous conic infor all of your Pal. 
Shopping, you will find it most convenient to make a 
list of your probable meeds and write to me, directly, 
for suggestions, prices and information. However, if 
you know exactly what you want, send in an order with 
detailed instructions---and I will buy and send out your 
purchases the very day your order arrives. 


Please remember, you never have to keep any- 
thing you do not like. Within ten days, you may return 
it to us, for another order or a refund. We prepay the 
Mail charges. So, ell in all, our Mail Order Service is 
less of an expense and more convenient than a trip into 


our Store. 


However, it will always be a pleasure to serve 
Vode Dy mel .or-in person. lf-youewill kindly “direct any 
request you wish to make, to me, personally, I will take 
the utmost care to please you. 


Sincerely yours, 


[411 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Follow-up Christmas Suggestion 
Book previously mailed. 


Mrs. Eugene Andrews, 
3.11 Jackson RA.- 
Binghamton, N. Y. 


Dear Mrs. Andrews: 

Only Twenty-one more days until Christmas, and al- 
though it may seem a little too early to suggest Christmas 
Shopping, I want to have plenty of time to take the best pos- 


sible care of your orders, if I am to help you through the mais3 


I know how hard it is to get into Binghamton at this 


busy season, and I want to assure you that I am ready to give 
you the benefit of our Gift selections while they are at their 
best. 


A few days ago, we sent you one of our Christmas Sug- 
gestion and Memorandum Books, but if you have not received it, 
please write to me, and I will see that another goes forward to 
you immediately. This little book contains items and sugges- 
tions for both Men and Women---and even hints from our Baby 
shop. 


We are pleased to announce that this Christmas we 
will be able to fill orders for appropriate gifts for men, 
because on July 10th, we opened a Men's Shop in connection with 
this store. Judging from the orders for gifts for men that we 
were asked to fill last year and could not, we know that this 
item of interest will be a welcome announcement. 


Jot down your ideas with personal instructions, as to 
whom each item is for, about what you want to pay, etc., and 
send them to me. Your purchases will go out, the day I receive 
your letter, charges prepaid---and if you give me ample time, 
you will have time to return anything you don't exactly like for 
either an exchange or a refund. 


Very truly yours, 


[ 412 ] 


PERSONAL SHOPPING SERVICE 


Writing the boy about 
his vacation clothes. 


Master Henry Scott, 
64 Webster Ave., 
Boston, Mass. 


Dear Henry: 


Marble season! How many have you lost so far? 
It's getting to be the kind of weather that makes the side- 
walks hot and you roll up your coat and sit on it, while 
you watch the other fellow lose his agates. 


During your Mother's Housecleaning she probably 
found your last Summer duds are all outgrown. Sure as you 
live, you'll have to be buying some more of the bloomin' 
things! You'd better be thinking just what you want--- 
and when you are ready for them---you'll find a whole new 
stock of khaki and Cool Summer Suits---the kind of clothes 
you want for your vacation. 


If you wore our clothes during the past season, 
you know that our guarantee spoke the truth about the long 
wearing qualities of our clothes, and the way they main- 
tain their shape and good looks. Now that your longest 
and most glorious Vacation is near, we hope you'll: be 
stopping in often, to see us. 


Remember, Henry, because you come in you do not 
have to buy. 


oincerely yours, 


[ 413 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Parents if too busy can send 
their children to our Personal 
Shopping Bureaus. 


Vrs =e ens 2s onnson, 
476 Main St., 
Springfield, Mass. 


Dear Mrs. Johnson: 


Now that vacation is at hand---we announce a new 
feature, recently added to our Personal Shopping Bureau. 


It-is 9 "Children"sShoppines service 


When parents are too busy to shop for themselves 
it is just as easy to send their children, instead---and 
get all the benefits of our Personal Shopping Supervision. 


The order blanks enclosed are the keys to this 
special service. 


Just fill out one of them, and direct the young- 
ster's footsteps toward Blank's---and the Personal Shopping 
Bureav on the Second Floor will do the rest. 


Although this service was created to help parents, 
primarily,-it will be @ benefit and a pleasure to childres 
who are not yet old enough to shop for themselves, but who 
enjoy making the trip to the store alone. 


Yours very truly, 


; [414] 


PERSONAL SHOPPING SERVICE 


A mail-order letter enclosing 
list of gift suggestions. 


Mrs. Hattie Hoods, 
Sah cepBeds\on aly pea reas 
Harrisburg, Pa. 


Dear Mrs. Hoods: 


You will probably greatly enjoy a trip to 
our store at this time as it is replete with the 
most attractive Gift things, for persons of all tastes. 


In case such a visit is inconvenient you 
may wish to take advantage of our personal shopping 
Service, We are enclosing a list of Gift suggestions 
and prices. Why not check the list and return it at 
once. 


The orders received in the morning, will 
be shipped on the same day, or we will make the selec- 
tion and send the gift direct to the recipient, if you 
so desire. 


Remember that I am most interested in pleas- 
ing you and will do anything in my power to help you 
at this busy time. 


Yours very truly, 


[ 415 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Gifts arranged for quick selection. 
Mail orders on approval. 


Mrs. Kate Meylach, 
1442 79th St., 
Bensonhurst, N. Y. 


Dear Mrs. Meylach: 


Calling Christmas Shopping a "perplexing 
problem" is really a mistake. It's the pleasantest 
of all duties for those who shop here. 


. We've put an element of "human interest" 
into Christmas merchandise---assembled gifts that 
really serve and please---arranged them for quick 
and easy choosing. 


No matter how difficult the completion of 
your gift list may SEEM, it aen't difricultja ar 
---that 1s easily demonstrated when you come here. 


This letter's purpose is to direct your at- 
tention to our readiness with alli those things that 


keep the Christmas Spirit elive: 


Yours very truly, 


P. S. You are as near The Big White Store as your 
nearest mail box. Test our efficient Mail Order De- 
partment. Satisfaction guaranteed, or money refunded. 


[ 416 ] 


PERSONAL SHOPPING SERVICE 


Prwate lines enable out-of-town 
customers to ’phone their require- 
ments without additional charge. 


Mrs. M. Callahan, 
545 H. 5th St., 
Wemb re Lia, Lai. 


Dear Mrs. Callahan: 


A visit to this store and inspection of our 
merchandise would be’of advantage to you. By adherence to 
our policy of satisfaction to every patron, this store now 
stands in a unique position serving this great middle west-- 


A private telephone line makes it possible, for 
our out-of-town patrons to communicate with all departnents 
of the store without the annoyance and additional expense 
of telephone toll, while our daily delivery gives assurance 
of prompt receipt of your order. 


If you desire that your order be given special 
attention, ask for the Personal Shopping Service and selec- 
tions will be made as discriminatingly as though you shopped 
in person. 


Respectfully, 


[ 417 ] 


BUILDING RETAIL BUSINESS BY LETTER 


For convemence of patrons a 
““shoppers’ Aid Department’’ 
has been established. 


Mrs. L. M. McDonald, 
987 Bryant Avenue, 
PEOnLae elke 


Dear Mrs. McDonald: 


How’ regrettable it is when you stop to think 
of the time and trouble saving inventions that are in 
use today and how little we sometimes avail ourselves 
of their use. 


With the thought in mind of such service, we 
long ago invented a Shoppers Aid Department, in the 
direct charge of Miss Blank who has been with us for a 
great many years. 


It is possible to talk to Miss Blank by Tele-— 
phone and if it is your desire, she personally will do 
your shopping for you, seeking such merchandise as you 
may desire, sending it for your approval and selection: 


If this service appeals to you, please do not 
hesitate to use it, and please bear in mind that mail 
orders that you may send us will be given very careful 
abtention., “Try siie 


Cordially yours, 


[ 418 ] 


> ae me 2 : ' ie 
- - 











Section IX 


CHILDREN’S APPAREL 


BUILDING RETAIL BUSINESS BY LETTER 


A complete store 
for children. 


Mrs. L. M. Franke, 
244 Longwood Avenue, 
Caro i 


Dear Mrs. Franke: 


We are writing this letter to announce that 
Blank is a Children's Store. Here the requirements of 
Youth have been given unusual consideration. 


Our Toy Department does not spring into existence 
at Holiday time and then vanish. Although the stock is 
greatly augmented at that season, to meet the increased 
demand, you will find a well maintained and equipped Toy 
Dept. all the year rougd. 


Special departments serve the needs of the Juniors 
in Wearing Apparel. In the Boys' Department complete out- 
fits may be obtained---suits, overcoats, hats and all ac- 
cessories as well as clothes to play in. In the Girls! 
Department, will be found the garments that all girls 
delight in. Here may be selected those sprightly garments 
which will enhance her youthful charm. Mothers and 
daughters appreciate the smartness and girlishness of the 
frocks displayed. And did you know that we handle complete 
scout Equipments for both boys and girls? 


An added feature is the Children's playground on 
the Fifth Floor, where you may leave your children in charge 


of a competent attendant, while shopping. 


Very truly yours, 


CHILDREN’S APPAREL 


Children’s department 
a store wn itself. 


Mrs. C. D. Green, 
Sete BEY SU. 
Lynn, Mass. 


Dear Mrs. Green: 


Have you ever visited our Children's Depart- 
ment? It's a little world of its own - a world of dain- 
tiness, bright colors and quaint styles - everything so 
‘very fresh and clean - created to please and delight 
Mothers. 


Lovely COLOR reigns supreme in this depart- 
ment, and everyone bows down to it as the very special 
privilege children have, soft pinks and blues, cheerful 
yellows, bright prints and plaids and whimsical embroid- 
eries in mingling shades. 


You will enjoy looking at the little garments 
and soft down quilts, attractive slumber pillows and the 
many things that complete a Baby's toilet. Then there 
is everything for little girls from a school pinafore to 
that first "party dress" for the sixteen year old---and 
a41 with an eye to those "practical" points which the 
Mother must consider---"Do they launder well"-"Are they 
well-made and durable"-"Will they be in style next 
season"? Conservative DEPENDABILITY is the key-note in 
this department. 


You are always welcome, whether you come to 
buy or just to "look" around, and get ideas. We would 
be very glad to be of service to you. 


Sincerely yours, 


[421 | 


BUILDING RETAIL BUSINESS BY LETTER 


Summer apparel for 
the children, 


Mrs. E. C. Spear, 
200 Main St., 
Lynn, Mass. 


Dear Mrs. Spear: 


During the very hot months of July and August, 
children need more clothes than at other times. Nothing 
will keep them as cool as fresh dresses and undergarments. 


We have many comfortable things that will make 
your children happy and contented no matter how hot the 
weather. Proper clothing is almost as important as proper 
food, 


For the mornings we have attractive, quaint dress- 
es of gingham, print and: calico for pirle fromecr se 
sixteen and for the smaller children we have little rompers 
made of thin materials---just the thing to play in. 


For afternoon wear we have a lovely assortment of 
fresh, crisp organdies, dotted swiss and voiles---made with 
tucks, ruffles and laces into bewitching frocks and becoming 
hats of fine straw for the young girl---and sweet, soft ) 
little dresses, and cool dainty bonnets for the smaller 
children. 


Won't you stop in some day when you are passing 
by? Our saleswomen never weary of showing you our stock--- 
it is a pleasure to display such lovely things before 
appreciative mothers, whether they buy or not. 


Cordially yours, 


[ 422 ] 





CHILDREN’S APPAREL 


Clothes for 
graduation. 


Miss Helen Bandel, 
$45 Hast 115th St., 
New York City. 


Dear Miss Bandel: 
Graduation day is a REAL event. 


For little affairs, for dancing school, before and 
after the important occasion, as well as on this day which marks 
a milestone in every girl's life, a becoming new frock is in- 
dispensable. 


Indeed the occasion for this letter is not alone to 
congratulate you, but to remind you that we are ready with in- 
teresting stocks, including not only pretty frocks, but silk 
Suockings, shoes — in fact all accessories of dress, including 
many articles at moderate prices. 


You will naturally be taking more and more interest 
now in dress and in "style". We want you to learn, by your own 
experience, of this store's endeavors to be first always with 
the new; to be certain always of reliability; to feature those 
Original, "different" things in which young girls delight - yet 
to be sure always that they are correct, smart and fairly 
Priced, riever "freaky" or extravagant. 


In other words, we want you to learn that this store 
is progressive and is possessed of a sympathetic understanding 
or youthiul needs and desires. 


We hope you will call upon us whenever we may. serve 
you in any way. Won't you come in to see the pretty things for 
yourself; and note particularly the personal, intelligent, 
interested service given you by every one of our salespeople? 


pineerely yours, 


[ 423 ] 


BUILDING RETAIL BUSINESS BY LETTER 


A letter to mothers about 
apparel for children. 


Mrs. K.-i. Forrest. 
897 Southern Boulevard, 
Tokedo:, Ohio. 


Dear Mrs. Forrest: 


We have always endeavored to make "The Children's 
Shop" a, household word among the families of Toledo. 


We have everything for children of all ages, 
from the daintiest hand-made Baby dresses and sturdy 
"Play Clothes", to the fluffiest frock for the first evens 
ing party. For all little people under fourteen, we have 
Furs in a quaint originality of styles and a variety of 
skins. Big sisters will, no doubt, be interested in the 
charming frocks, plaid skirts and smart-looking coats we 
are now showing. 


We also handle a complete stock of Infants' | 
clothing, Boys' and Girls' shoes, underwear, hosiery, hats, 
knit goods, sweaters and gloves---also sweaters and gloves 
for Misses and small Women. 


Frankly, your children could have no better 
place to learn to spend and save money, than at this store, 
where the things you buy can't be duplicated in Quality, 
otyle or Price. .If you know of & Mother of Children who 
would be interested in our Service we would be glad to have 
you send us her name and address. 


When you come in, mention that it is in reply to 
our letter of invitation; we shall appreciate it. May we 


expect you in very soon? 


Yours very truly, 


[ 424 ] 


CHILDREN’S APPAREL 


Children’s store—sale 
affording unusual values. 


Veo ekece COuLins, 
244 Prospect Avenue, 
New York City. 


Dear Mrs. Collins: 
That child of yours--- 


You wouldn't take thousands for that child, 
I know and probably, before you are done, you will have 
spent a good many thousand, for children are "dear" in 
more ways than one. 


It's our policy to SAVE for our customers on 
their children's expenses instead of helping them SPEND 
more than necessary. During January, we hold a big 
Clearance Sale, offering exceptional concessions on every- 
thing, from Baby things to smart styles for the girl or 
small woman. It's a good chance to "stock up" for the 
year and save a BIG SUM, all in all. 


This 1921 Sale is unusual, because our reduc- 
tions have been very severe in order to bring stocks back 
to sound levels. Also, we have been fortunate in obtain- 
ing many special lots of high grade merchandise from manu- 
facturers and jobbers who were likewise anxious to put 
prices on a staple foundation---sacrificing without reserve, 
not only their profits, but taking big losses. 


We have devoted much time and care to working out 
this big money saving event for you---and suggest early 
selections while assortments are at their best. 


Very truly yours, 


[ 425 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Christmas letter. Invitation 
to bring children to see toys. 


Mrs. J. B. Henderson, 
LLB Kenyon St. ; 
Syracuse, N. Y. 


Dear Mrs. Henderson: 


Christmas! The Children's time, with all its 
Surprises---is just around the corner! 


In the Toy Department at either our First Street 
or Main Street shops you will find a gift to fulfill the 
dreams of the most imaginative child. Drums for the 
noisy little boys; games for the quiet ones. Dolls that 
look ALIVE, and miniature household: equipment that will 
delight the souls of the little mothers of the future. 
Bring your children in and find out from Santa Claus 
what they want for Christmas. He has his many, many toys 
here from which to make their choice. 


For a gift for the little new baby, come to our 
Infant's Department, where you will find soft warm carriage - 
robes, little cosy wraps and bonnets---Sweater coats, wide 
wool scarfs or scarf sets, gloves, shoes and wooly teddy 
bear suits---all make wonderfully practical gifts---inex- 
pensive presents which will please any Mother. . 


Come in and get the Christmas Spirit---and bring 
the Children! 


Yours very truly, 


[ 426 ] 


CHILDREN’S APPAREL 


Directed to the child’s mother 
about infant’s wear. 


Moo bw: Harris, 
500° Main St.-, 
Lynn, Mass. 


Dear Mrs. Harris: 


Every woman likes to have her child look 
as well as, if not better than, any other child in 
the world. If you shop here, you will find the very 
things you want, and at.reasonable prices. 


We have everything from the daintiest dress 
for the smallest baby and the fluffiest Summer frock of 
the young girl, to the sturdiest play clothes for these 
hot summer vacation days. You will be delighted with 
these lovely things---and it is so comforting to find 
things with a touch of individuality and charm---within 
your means. 


We believe that children, as a rule, look 
better in simple clothes---and there is the added ad- 
vantage of economy. You will find such clothing here. 
But the more fanciful styles, full of originality and 
unusual little touches, are also included. I'm sure 
that you will find our selections in very good taste, 
the variety extensive and the department as a whole the 
finesievou. can lind. 


Cordially yours, 


[ 427 ] 


‘ey 





SrEcTion X 
TRADE AT HOME 


| 


[429 | 





BUILDING RETAIL BUSINESS BY LETTER 


“*Trade at Home’’ series. 
Letter No. 1. 


Mrs. J. K. Mansfield, 
iOnendal) Ste, 
Woonsocket, R. lL. 


Dear Mrs. Mansfield: 


Perhaps you are one of the many content- 
ed residents of this much-loved little town who do 
the bulk of their shopping in Providence --- and buy 
their hairpins in Woonsocket. 


If-so, you are only naturals. Were sam 
old-fashioned belief that .a woman of any taste can't 
find what she wants in a "small town department store". 
It started years ago, when that was really true. 


Today, there is enough demand for more in- 
dividual and exclusive styles, in Woonsocket, to keep 
alive a shop equal to the best in Providence or Boston. 
But there aren't quite enough people in town who real- 
ize this possibility to make any great extension prac- 
tical, as yet. 


However, Mrs. Mansfield, you and your friends 
can make it possible for Blank & Blank to be uniquely 
satisfactory in this respect --- and that is what we are 
trying every day to become. Think about it. 


pincerely yours, 


[ 430 ] 


TRADE AT HOME 


“‘Trade at Home’’ series. 
; Letter No. 2. 


Mrsis drs ie3 Theres 
179 River Road, 
Woonsocket, R. I. 


Dear Mrs. Thomas: 


Just outside of New York, there is a town 
that people call “ideal”, because it is “rural" and 
yet as convenient as a little city. 


The women go into New York to the theatre, 
to luncheon, to meet friends --- but when they shop 
there as a shop in the “village” that they always 
"Gome back to", Mrs. Thomas. It is noted for its se- 
lections, its authoritative quality and its courteous 
clerks who "remember what you like". 


There is a shop like that in every town, 

‘Mrs. Thomas, if it is only discovered and encouraged. 
The owner of this "ideal" shop got people's attention 
by announcing that he bought his things with all care 
in New York and went to the expense of bringing them 
to the village --- and unless he could be sure of a cer- 
tain percent of the town trade, he would have to take 
his business elsewhere. 


We can't all be as high-handed about it as 
he was. But a store is like a human being --- the more 
attention we get, the more pride we will take in our- 
selves. Every bit of support we get from you puts us 
that much more in a position to equal the big city 
standard. ‘ 


Sincerely yours, 


[ 481 | 


BUILDING RETAIL BUSINESS BY LETTER 


‘“‘Trade at Home’’ series. 
Letter No. 38. 


Mrs. P. Kent Anderson, 
US) OPiS au 5 
Woonsocket, R. lL. 


Dear Mrs. Anderson: 


It's a very old, well-worn argument that 
Woonsocket will never progress, grow or be much 
more than a commercial parasite on Providence until 
Woonsocket people trade at home. 


But an old argument is never DEAD, Mrs. 
Anderson, until it isn't true any more. 





There are a good many loyal Woonsocket 
citizens who continue to talk it --- probably the mer-— 
chants the loudest --- yes. They are in business for 
something beside the love of the home town, by neces- 
sity --- but you know that we are working for Woonsocket, 
too, or we would have picked up and moved into the city, 
long ago. We would much prefer to bring the so-called 
"advantages" of the city here, in the matter of a high 
standard of style and value, of variety and originality. 
And that is an entirely possible thing to do! 


Many people have discovered that it is no 
longer a sacrifice to give some of their trade to Woon- 
SOCKety (aS iaaam avr is providing a stock in every way up 


to the city standard. Have you? 


Sineerely yours, 


[ 432 ] 


TRADE AT HOME 


“‘Trade at Home’’ series. 
Letter No. 4. 


roe net pa. Daxon-, 
21 Amboy St., 
Woensocket, RK.’ L. 


Dear Mrs. Dixon: 


Pouce iy, soul ve sald Lo yourselm. "1 
would gladly buy my clothes in Woonsocket, if I 
could only find what I want, here! 


No doubt, in the past, you tried and 
found that you could not. So that is why you often 
take the long trip into Providence, spend the day 
thaw might have been devoted to pleasure, shopping 
--- and come home with a charming dress or suit, quite 
satisfied --- not aware that we bought some of our 
Fall stock from the same source exactly and have models 
of quite identical quality and originality. | 


It is a fact, Mrs. Dixon --- for you know 
that Woonsocket is large enough and "metropolitan" 
enough, these days, to have its own exclusive shop, 
without being dependent on any other source. If 
Woonsocket women continue to encourage the start we 
have made in that direction, it will be possible for 
us to extend constantly in variety and selection. 
This, indeed, I will guarantee to do, in return for 
your kind patronage. 


SLcCerely yours: 


[ 433 ] 


BUILDING RETAIL BUSINESS BY LETTER 


“Trade at Home’’ series. 
Letter No. 5. 


Mrs. Chas. Welborne, 
193 Bryant Ave., 
Woonsocket, R. I. 


Dear Mrs. Welborne: 


During a recent visit to New York, buying 
for Blanks, I had a conversation with a big whole- 
sale dealer that Mr. Jones wanted me to repeat to 
you. It may be of interest to you. 


"How many wholesale houses have you visited 
since you came?" he asked me. I told him---ten or 
twelve 


He laughed and said, "Just as I suspected. 
I'll have to offer. .you' my BEST, won't Li) ousmucs 
know the market pretty well, now, I've noticed that 
it's the man from the town of 30,000 or less who is 
most careful what he buys and how much he pays for it. 
The city buyers aren't such good bargain hunters--- 
probably because they usually have a little more money 
to spend. That"s gust human nature!” 


This means three things to you, Mrs. Welborne, 
---that we actually DO buy from the same sources as the 
city stores---that our selections are often made with 
MORE care---and that our values are really better, on 
the whole. This isn't theory---it is my own personal 
observation. T sincerely hops¥you wit) See,rse Bare P 
stock I just sent in---for the “proor or the pudding 
is in the eating." 


Very truly yours, 


[ 434 ] 





—~—_ src C 


TRADE AT HOME 


“Trade at Home’? series. 
Letter No. 6. 


Mrs. Philip Ross Bernham, 
ie rerk Place , 
Woonsocket, R. I. 


Dear Mrs. Bernham: 


In one of my previous letters to you, I 
mentioned a difference in prices at Blanks and 
in the cities. Since then, I have spent some time 
making a comparison for you, just to be sure I was 
right. What I discovered, Mrs. Bernham, made me 
Veryeonx ious vor writve this letter to you. 


On certain national products, we quote 
the standard prices of course. On others, wherever 
the prices depend on the percent of profit the mer- 
event, has to figure on, ours are, im the majority of 
cases, LOWER. In no instances, higher! 


City merchants, as you know, have far great- 
er expenses and higher rents. Their volume of profit 
has to be larger to cover that, to say nothing of the 
net incomes to the members of their larger firms. 


This fact,- of course, will not interest you 
unless you know, as well, that the things we carry come 
from the same sources and are quite parallel to those 
in the city stores --- which, having told you, we can 
aornowmore until you find out for yourself. 


Sincerely yours, 


[ 435 ] 


BUILDING RETAIL BUSINESS BY LETTER 


“‘Trade at Home’’ series. 
Letter No. 7. 


Mrs. Maynard Bell, 
6/2 Polke ule, 
Woonsocket, R. I. 


Dear Mrs. Bell: 


There is a bit of Winter in the air, these 
days --- and a restless little desire for a new Fall 
SUIt, in your Mind, lon oethere, 


From long habit, you'll perhaps be planning 
a trip in to Providence or Boston, to “lookvaround) 
before very long. 


I should like very much to come vo lycusaa 
person and say --- "Why not try ...... FIRST this- year, 
Mrs. Bell? You might form a new habit that you would 
like to have!" 


The reason I suggest it is that I am so very 
sure you could find exactly what you want, among the 
new distinctive styles that our New York buyer has just 
sent in. Give one of them a sporting chance to appear 
in Woonsocket on the right person --- and there will be 
another walking argument for "trading at home!" 


My suggestion is --- not that you buy from 
er 7 --- Simply that you INCLUDE us in your Fall 
shopping. 


Cordially yours, 


[ 436 ] 


TRADE AT HOME 


Clothes carried in the larger 
cities to be found in this store. 


Mrs. William Farnum, 
11” Forest Ave., 
Lexington, Ky. 


Dear Mrs. Farnum: 


You'll appreciate the fact that clothes are 
really an indication of a woman's taste. 


With true appreciation of the art in dress and 
an ability to distinguish between mere whims of fashion 
and the real modes destined to reign undisputed through- 
out the season, we have assembled for your approval, the 
most desirable of the new Spring Frocks, Suits, Coats 
and other Spring essentials. You may accept these dis- 
plays as authoritative guides to smart and distinctive 
wardrobes. 


Aside from presenting apparel values of strik- 
ing character they offer the fashionable woman a wealth 
of inspiration and help. 


Why spend your time going into Louisville or 
Indianapolis, when you can come to Blankville so 
quickly? We are sure you will be agreeably surprised at 
our very distinctive selections. 


May we expect you in during one of your lei- 
Bure aiternoons? Thank you. 


Cordially yours, 





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INSTALL 


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Section XI 3 
MENT BUSINESS 


BUILDING RETAIL BUSINESS BY LETTER 


““Preferred Customers’ Ledger’’— 
another way of saying ‘installment 


plan.’’ 


Mra. 28. i. Jackson, 
510 Hastings St., 
Detroit, Mich. 


Dear Mrs. Jackson: 


You haven't used your account with us for a 
long time, and we miss you. 


Perhaps you do not know, but after your last 
purchase, when we saw how promptly you paid your account 
we put your name in our "Preferred Customers Ledger", 
which means that the next time you come in you will not 
have to go through any formalities--just tell the sales- 
man you have a "Preferred Customer's" account and there 
will be no question asked. 


We shall always feel that the obligation is 
entirely on our side and not the least on yours. We 
won't feel that our credit department is complete with- 
out a purchase going through now and then which bears 
YOUR NAME. This store is just like an individual---it 
has a fine pride in its associates. These associates 
are its customers. 


We trust that you will soon decide that the 
service, merchandise and accommodation we offer are 
worthy at least-of your early investigation. Why not 
stop in during the week? 


Very truly yours, 


[ 440.] 


INSTALLMENT BUSINESS 


Quality apparel on deferred 
payment plan. 


Mrs. Donald Gardner, 
“OG eoutn, ord o.., 
Batavia, N.Y. 


Dear Mrs. Gardner: 


No matter where you've been buying clothes for 
yourself or your family, this shop has Three’ Surprises for 
you; this Spring. : 


First - a surprise that you CAN find good quality 
clothing - just as good as you used to find before prices 
went so high and values so low. 


secondly - a surprise that you can make your pay- 
ments; taking as long as you think necessary. 


Thirdly - a surprise in the attractiveness and 
exclusiveness of Style in the garments we carry. 5So it's 
worth your while to INVESTIGATE. 


Many of the best, most conservative people of this 
community are taking advantage of our weekly payment system, 
especially now, during this period of high costs and this is 
why:- People who have always worn clothing of the best 
Quality---fine materials, beautifully cut and sewed, KNOW 
that it isn't economy in the end to buy the cheap article--- 
though it seems to be a saving AT THE TIME, because you 
aren't paying out a big cash sum. So, in order not to sac- 
rifice QUALITY they use their good credit, on our install- 
ment basis. We believe this plan will appeal to you, for 
these reasons. 


Very truly yours, 


[ 441 | 


BUILDING RETAIL BUSINESS BY LETTER 


Everything for the family on 
““installment plan’’ basis. 


Mr. Jack Green, 
456 Fort Wadsworth Ave., 
Portland, Me. 


Dear Mr. Green: 


Since last Spring, Clothing costs have gone up 
100%---and most men's incomes have NOT. 


So, though you have never bought your clothes on 
the installment plan before, there are a good many strong 
arguments for it, this season, aren't there? 


It's mighty hard to pay out a lot of money in one 
big lump sum, when your whole family discovers their new 
Spring needs all at the same time. Yet you know that it is 
@ grave mistake and not economy in the end, to sacrifice 
the Better Quality, in materials and workmanship, that you 
used to insist upon. 


Your credit is good with us. We are glad "to ex— 
tend the privilege of weekly payments, as a special arrange- 
ment during this period of high prices, as long as it laste: 
We advise you to stick to your old standards and require- 
ments of QUALITY, and make use of your own good CREDIT--- 
which is not, in any sense of the word "debt", but simply 
"reward of merit", a recognition of your good business 
standing. 


We can supply your whole family with the very best~ 
Quality Clothing, this season, under guarantee, and we hope 
that our plan of meeting these difficult price conditions 
will meet with your favor. 


Very truly yours, 


[ 442 ] 





=e Se 


INSTALLMENT BUSINESS 


Overcoming any prejudice 
toward the ‘‘installment 


Mr. William McCarthy, 
4456 Second St., 
SOpringfield, Mass. 


Dear Mr. McCarthy: 


Any man on earth may feel proud when he is 
offered credit — it is a courteous recognition of his 
good, honest business standing. The whole world's busi- 
ness is done on credit---the greatest and strongest 
nations are the greatest "borrowers"---because it is the 
most convenient and EFFICIENT way of trading. 


Personal credit is coming more and more into 
use every day. Tae sold idea of the “installment plan" 
is in good repute. In this period of high costs spread- 
ing payment over a longer period is perfectly sensible 
and legitimate, sometimes absolutely necessary. To pay 
cash means a bigger sacrifice all at once---and usually 
that means. you have to get a cheaper article which isn't 
economy in the end. To pay "on credit", buy the BEST 
and get long wear, pleasure and satisfaction out of 
your purchase, is the wisest plan. 


We have a "Fair & Square” weekly payment plan, 
and we invite you to make use of it, for your own pur- 
chases and those of your whole family. We maintain and 
guarantee a certain standard of style and quality, yet 
our prices are no higher than the same grade will cost 
elsewhere. Hence, we offer you a banking and a clothing 
Service in one---we loan you money "without interest" 
and we provide you with the Quality of Clothing you have 
always worn. 


Very truly yours, 


[ 443 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Women’s apparel on 
weekly payment plan. 


Nrs. &. M. Slade, 
59 En oue 
opringfield, Mass. 


Dear Mrs. Slade: 


Good clothes, you'll agree, appeal to everyons-——-evem 
those who appear unconcerned about Good Dress. It's a duty, and 
@ pleasant one, to be well dressed. There's nothing that will 
give one more satisfaction than to wear something that is dis- 
tinctive, appropriate and becoming. 


You will be needing some Spring Clothes---BUT, white 
prices have been going up, most people's incomes have NOT. When 
you try to buy your clothes---or induce your family to buy 
theirs, at the price you all used to pay, you'll find that tie 
same Quality isn't there, any more. 


~O---we have made you our weekly payment offer, to 
help you meet these Spring demands that come all at the same 
time---and to help you "STICK TO QUALITY"---which means economy, 
in the end. 


This Spring we're showing Suits, Dresses and Summer 
Frocks for the woman or girl who appreciates correct style--—- 
dainty frocks for the girls---sturdy suits for the boys and the 
latest patterns for the man. There is everything the whole 
Family needs tate sneer 's---and at prices no higher than the 
Same grade can be purchased in a cash store. Our guarantee goes 
with each sale---and it is backed up by a quarter of a century 
of Honest Dealing and a reputation for "Fair & Square" Play. 


Sincerely yours, 


[ 444] 


INSTALLMENT BUSINESS 


Why installment house must carry 
only the very best merchandise. 


Mr.J. B: Jaffey, 
Springfield, 
Mass. 


Dear Mr. Jafifey: 


Did it ever occur to you that a house selling on a 
credit basis is COMPELLED to carry the best possible values? 


Well, that is absolutely true. Because payment is made 
on the installment plan, the buyer is coming into the store 
frequently and certainly, if the suit he bought isn't "standing 
up"', holding its shape and wearing, would he continue to pay for 
it? No, he would NOT. 


For twenty-five years, we have been selling on a credit 
basis to the families of Springfield giving our guarantee of Sa- 
tisfaction with every single purchase, making "Fair & Square", 
happy-all-around settlements when any flaws occurred--and we 
still have, on our books, names of any number of customers who 
did business with us in the beginning. That's why we feel 
Justified in inviting your confidence in us, your trade with us. 


This new credit system of ours, the weekly payment 
plan, is convenient and has proved satisfactory to thousands. 
So, when you need new clothes, and want the best quality and 
style, remember our offer and drop in, just to "see what you 
can see". 


Cordiatly wours, 


[ 445 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Payments can be spread over 
period of several months. 


Mrs: Ji. 2Pe Brow, 
11) Cowr tee 
Aurora] Lag 


Dear Mrs. Brown: 


How many times, this Spring, have you looked longingly 
at a certain neatly tailored serge suit or dainty frock---THEN 
looked hesitatingly at the price tag and SIGHED? 


You can't afford to pay out from $40.00 to $60.00 for 
a single piece of wearing apparel, out of ONE month's allowance 
for expenses. And there aren't many incomes that will stand it. 
It is almost a temptation to just BUY that suit or dress, care- 


less of how you're going to pay for it---just GET it because you 
WANT it. 


But we have made arrangements for you to do the next 
best thing. At Blank's you can say to the clerk---"I want this 
suit, and I want to pay for it over a period of two, perhaps 
four months. I'll dropein, once a week, endvpeieec mUCcoecieee 
as I feel I can". And your request will be granted. 


In that way you can get the enjoyment and wear out of 
your purchase WHEN you need it most, and you. can afford to get 
the BEST QUALITY. This plan will simplify your whole family ex- 
pense budget, if you will remember, when you shop, that we have 
clothing for children and men, as well as for you. 


Very truly yours, 


[ 446 ] 


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PeesINACTIVEH ACCOUNTS 


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BUILDING RETAIL BUSINESS BY LETTER 


A third follow-wp on 
Inactive Accounts. 


Mrs. J. K. Henderson, 
Lad Maan Sor, 
Buttetow ieee. 


Dear Mrs. Henderson: 


You see, we are a bit persistent. We've 
written you two other letters, inviting you to re- 
new your trade and revive your account with us. We 
want to see your name on our books once more. It 
will seem like old times. 


But, we assure you that the feeling that 
you are again a patron with an account will be worth 
more than any purchase you may make. The merchandis- 
ing business isn't all cold dealing and dollars---- 
there's a certain amount of sentiment in it, too. 
Every conscientious merchant takes a genuine pride in 
holding his trade. 


We always took pride.in the fact that you 
had an account here; therefore, this special effort 
on our part to retain you as 4 patron. 


Since last time you were here, we have add- 
ed many new lines of merchandise---fresh goods, new 
styles---and we are sure that there are many surprises 
in store for you. ~Assalways, youswili sind our pre. 
the lowest consistent with honest values. 


This is the third time we have written you, 
not to be annoying, but simply to show you beyond any 
doubt that we have appreciated your patronage in the 
past and are anxious to number you again among the 
many friends whom we are endeavoring to serve con- 
scientiously and with every courtesy at our command. 


Very truly yours, 


[ 448 ] 


INACTIVE ACCOUNTS 


Inactive Account letter 
stressing values. 


Mrs. Howard Jackson, 
Lieve in St. , 
Boston, Mass. 


Dear Mrs. Jackson: 


"What is wrong with our service that 
this customer should leave us?" 


That's what we've been asking ourselves 
Since we looked over our books and found that, for 
some time past, your name, Mrs. Jackson, has been 
---numbered among the missing. 


If the cause of your absence is some 
dissatisfaction with us---some instance in which 
we fall short---"whatsoever it may be" I want to 
know it. Iwill consider a conference with you on 
this matter a personal favor to me. 


If there is no other cause than a "lull" 
Lie your buyin during 2 period of difficult market 
conditions—--we will be glad to welcome you back 
with the BETTER VALUES we are now able to offer 
you---values that will remind you of the days 
before the War. 


pincerely yours, 


[ 449 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Use your “‘charge agaiwm’’ 
and more often. 


Mrs. George Johnson, 
_, 686 St. Johns Ave., 
Evanston, -Ill. 


Dear Madam: 


We don't like to bother you one bit but we 
feel that you are not taking advantage of the best things 
in life by not using your charge account with us. 


Today the Blank Store stands alone as one 
of Evanston's greatest Factors in supplying the needs of 
thousands of people in and surrounding this great metrop- 
oli. 


The reason is clear---our stocks are so broad 
and extensive, so up-to-the-minute in style and so reason- 
ably priced that few people fail to watch our advertisements 
and always drop in to Blanks when they are down town. 


There are so many things in a big store like this 
that it would take almost a whole newspaper to tell about 
them. 

So we appeal to you again to visit us the next 
time you are down town---your account is still open, and 


we are always glad to serve you. 


Yours very truly, 


[ 450 ] 


INACTIVE ACCOUNTS 


Surprised to write you have 
not been as good a customer 
as formerly. 


Mrs. Jean Howard, 
225 Dpixth Ave., 
Bridgeport, Conn. 


Dear Mrs. Howard: 


In looking through our customers' accounts today, we were 
surprised to note that your account had not recently been so active 
as formerly. 


We hope this is through no fault of ours, but if it is, 
we would like to know it and if possible straighten the trouble out. 
If our merchandise or service have failed to prove satisfactory or 
you have been unable to find the goods you wanted in our store, we 
would appreciate your telling us of our short comings, so that we ~- 
may correct them in the future. 


There is one thing we feel we can say without fear of 
contradiction regarding our store and that is this---ALWAYS RELIABLE 
---and with market conditions as they are at present it seems to us 
that this is very important indeed. 


. We also believe you will find our store more attractive 
and comfortable to shop in than ever, as we have made many improve- 
ments recently including a new lighting system and noiseless com- 
pressed air cash system. 


Just now we are offering many special values in linen 
suits, wash skirts, summer waists, cool, sensible corsets and silk 
underwear, and we will be delighted to serve you either in these 
lines or in any other that may meet your requirements. 


May we hope to have the pleasure of serving you more often 
in the immediate future? 


Sincerely yours, 


[ 451 ] 





BUILDING RETAIL BUSINESS BY LETTER 


A follow-up on a previous 
inactive account letter. 


Mr. J. R. Henderson, 
LL Wad Bt be, 
TPO Vie ie 


Dear Mr. Henderson: 


We note the still further lapse of time since we had the 
pleasure of charging merchandise to your account, and, not having 
received a reply to our letter of Jan. 7th, we wish to be sure that 
we have done everything we can do to adjust any error or investigate 
any failure on our part to give you perfectly satisfactory service. 


Of course you realize we cannot get at the bottom of any 
individual cause for complaint unless the customer tells us about 
it, and so we write again, hoping you will advise us whether the 
discontinuance of your purchases is dué to any fault of theresa. 
or its employees. 


If we seem to be persistent, pardon us; but so anxious are 
we to serve every customer well, that we believe a letter from you 
may open the way for adjustments or explanations, and a-renewal of 
pleasant business relations between us. 


Naturally, however, we should be still more pleased to 
learn that nothing is amiss, that you are among the great majority 
who are entirely satisfied with our goods and service, and that we 
may expect you to come to us when you need the kinds of merchandise 
in which this Store, excels. 


Yours very. truda, 


[ 452 ] 


INACTIVE ACCOUNTS 


Attempting to get back an 
old patron. Charge account 
privilege arranged. 


Mrs. G. L. Jones, 
46 Broadway, 
Dayton, Ohio. 


Dear Mrs. Jones: 


In looking through our records, ‘we find that although 
we have had the pleasure of serving you on various occasions in the 
past, your purchases recently have not been as frequent as we might 
wish. We are therefore writing you to ask if our service or mer- 
Chandise has been in any way unsatisfactory. 


We really believe our store is in a better position today 
to be of benefit to you than ever before---because, with conditions 
as they are, our well-known reputation for reliability acts as ab- 
solute insurance of satisfaction on the goods you buy here. 


Another reason why we believe this to be true is because 
durirg the past year we have developed wonderfully---improved our 
store, increased our stocks of dependable medium-priced goods and 
by anticipating our requirements months ahead, have continually been 
enabled to offer the right kind of merchandise at most reasonable 
Dreces: 


We are really anxious to number you among our regular 
customers and would be very pleased to have you consider this an 
invitation to open a charge account with us. You will certainly 
find it a great convenience, whether shopping in person, by mail 
or telephone; besides you are sure to get all our announcements 
regularly. 


simply call at our Credit Office, when next in the 


store, and tell us that we may open the account. 


Thanking you in advance for your kind consideration. 
, 


Sincerely yours, 


[ 453 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Last purchase quite some 
time ago. Why? 


Mite i WS Ox, . 
900 Springfield Ave., 
Newark, N. J. 


Dear Mr. Fox: 


The last purchase you made in our tailoring 
department eccording to our records was some time ago. 
Neturally we are now wondering whether you long ab- 
sence could be due to any dissatisfaction. 


Most of our patrons seem enthusiastic over 
our service end clothes, and because we do not often 
lose a good customer, we felt impelled to address this 
letter to you today. 


If anything occurred to cause your displeasure 
or inconvenience, we feel sure you would have given 
us the opportunity to make it right. But if there 
should be any such reason, won't you stop in and frank- 
ly tell us what it is? We will spare no pains to prove 
to you that your custom is warmly appreciated. 


Why not come and see us within the next few 
days? ‘It would be a special pleasure to know this 
letter had accomplished its mission. 


Very truly yours, 


[ 454 ] 


INACTIVE ACCOUNTS 


Pre-Easter inactive charge 
account letter. 


Mrs. M. A. Brown, 
902 Hastings St., 
Detroit, Mich. 


Dear Mrs. Brown: 


Ever since we wrote you about two weeks 
ago we have been looking forward to your coming in. 


From the beginning of our career, we 
"hitched our wagon to a star" in our ideals of what 
this store should be---not the "near best," but the 
VERY best---in service and in merchandise. 


Frankly, we feel that our success is not 
quite complete without a larger share of your patron- 
- age. 


We would, therefore, be delightea to have 
you avail yourself soon again of the charge account 
privilege that has been established for you. 


With Easter just around the corner, why 
wouldn't this coming week be a splendid time to 
come in? You will be simply entranced with the beau- 
tiful fashions in Spring apparel we have assembled for 
your selection. 


Yours very truly, 


[ 455 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Just what is the difficulty? A 
letter inquiring why customer 
stopped trading. 


Mrs. 500. Butler. 
SOL Ovens... 
New Orleans, La. 


Dear Mrs. Butler: 


When a good customer of ours is absent at 
a buying season---a time when we are offering values 
as unusual and lines as attractive as we have recent- 
ly---it is a matter we can't overlook. 


Just what is the difficulty? Can we remedy 
it? Or---in case it is the matter of price---perhaps 
if you come in you'll find we HAVE remedied it! We 
are selling for prices es low as ANY THAT WILL PREVAIL 
THIS YEAR---RIGHT NOW. 





It is really very simple and easy to know 
when a price is. fair and when it isn't. NEW merchan- 
dise, in the prevailing mode, must have been bought 
lately, at the present low wholesale prices; and it 
Can accordingly be priced moderately. Demoded stock 
on the other hand was undoubtedly taken at the top of 
the market, and is apt to be priced higher than it 
should be. 


Our stock is absolutely new and fresh and 
up-to-date. It is less expensive and more attractive 


than any you have seen for years. Come in---! 


Yours cordially, 


[ 456 ] 


INACTIVE ACCOUNTS — 


Calling attention to Anniversary 
Sale to an ex-patron. 


Miss Florence Miller, 
eae ROP oO Gin; 
Columbus, Ohio. 


Dear Miss Miller: 


Yesterday, a woman came into our store for the 
first time in two or three months. Speaking to the sales- 
girl, she said---"Do you know, I feel just like coming back 
Home". 


This is a "Home" store. It's a family store--- 
an institution that is a very part of Columbus. We have 
always devoted our efforts to helping the people of this 
great Columbus community to save on their home and personal 
needs. 


Right now, we are in the midst of a great cele- 
bration---our Sixth Anniversary. It is, undoubtedly, the 
BIG EVENT OF THE YEAR. It is our means of expressing in 
practical, tangible form the deep appreciation we have for 
the kind wishes and hearty co-operation we have received 
from alli our friends, such as you, during the past year. 


Isn't this an admirable time to again make use of 
your account? Everything in this store, in the way of 
values, is contributing to the unbounded success of our 
Anniversary Sale. 


Comesin, soon. You'll find that it..s just as our 
friend said---"like coming back Home". 


Yours very truly, 


[457] 


BUILDING RETAIL BUSINESS BY LETT#R 


We’ve been looking for a charge 
slip bearing your name. 


Mrs. LL. A. Jackson, 
52 Broad ot. , 
Chica@oray ai 


Dear Mrs Jackson: 
We've waited and waited--- 


Every day we've been expecting to see 
charge slips bearing your name coming into the office. 


You see, we have everything nicely sar. 
ranged for your accommodation. Once you begin that 
charge account, you'll be delighted at the trouble 
and annoyance it saves. 


You will find endless occasions where it 
won't be convenient for you to pay cash.) Atisries— 
tablishing a charge account here you will never be 
troubled with the necessity of carrying large sums 
on your person while shopping. This saves you the 
inconvenience of cashing checks, besides all the 
other advantages here at the store. 


You will be thoroughly pleased with the 
arrangement. We have written to you in the thought 
that the idea may have appealed to you favorably, but 
you simply have been too busy to come in. 


Come in. Buy what you want. Simply say 
"charge it". 'No waiting. No questions. You don't 
lose a moment's time. It's the busy person's way to 
shop. You'll be delighted with it. 


Very truly yours, 


[ 458 ] 


INACTIVE ACCOUNTS 


If your infrequent visits are 
due to dissatisfaction, we want 
to know about tt. 


Mr. John Jones 
82 Forest Ave., 
Tuxedo, New York. 


Dear Mr. Jones: 


This store is celebrating its fifty-second anniversary 
--fifty-two years of success under the ownership and management 
of the founders and their sons--and we believe that our earnest 
endeavor to gain and retain the confidence of our customers 
through all these years, has been the biggest factor in the 
growth of our business. We are very proud of the fact that in- 
numerable families have been our customers for half a century. 


Of course you know that we have thousands of employees 
and cannot meet our customers personally, as in the early days; 
but we are just as deeply concerned when we discover that one of 
our customers has not been regularly dealing with us recently. 


Therefore, knowing our merchandise and service to be 
entirely satisfactory to our customers in general, we naturally 
wonder why no goods have been charged to your account for some 
time. 


We can hardly believe that your infrequent visits 
could be due to any dissatisfaction on your part. But if any- 
thing had occurred to cause you displeasure or inconvenience, 
and we missed the opportunity to make amends or adjustment, we 
are very sorry indeed. If there should be any such reason, 
won’t you tell us what it is? 


We consider it a privilege to place the best service 
of this store at your disposal, and shall spare no pains to 
prove to you that your patronage is appreciated. We sincerely 
invite you to renew your habit of visiting the store. 


Yours very truly, 


[ 459 ] 


. 


BUILDING RETAIL BUSINESS BY LETTER 


Writing the customer who 
stopped trading. 


Mrs. W. Normand, 
8 South St., 
Twin falls, Lowa. 


Dear Mrs. Normand: 


No other motive than practical "Good Business" 
prompts us to write this third letter to you. 


We know that the loss of a valued customer 
means some FLAW in our Service. It is our policy to 
"build for Tomorrow in the Service of Today"--so we take 
your absence from our store as real cause for concern 
about our future. We want to locate and correct the 
flaw that caused it. 


We value your patronage, and we want to win 
and keep your confidence. Our definition of Customer 
is not "the man or woman who bought something from us, 
today" but "the buyer who intends to come back, next 
time!" 


You can easily see that your reason for leav- 
ing us is a matter of vital importance to us. A person- 
al talk with me would clear up the matter for both of us 
--and be a really constructive help to our plans for im- 
provement. I would be gratified to see you in my 
office, any time. 


Sincerely yours, 


[ 460 ] 


INACTIVE ACCOUNTS 


We ever wondering whether 
your absence is due to any 
dissatisfaction. 


Mr. Marvin W. Thompson, 
Soy Wiklow 'St: , 
Johnstown City, Penna. 


Dear Mr. Thompson: 


The last purchase you made in our clothing de- 
partment, according to our records, was March 18. Nat- 
urally, we are now wondering whether your long absence 
could be due to any dissatisfaction. 


If anything occurred to cause you displeasure 
or inconvenience, we feel sure you would have given us 
the opportunity to make it right. But if there should 
be any such reason, won't you stop in and frankly tell 
us what it is? We will spare no pains, Mr. Thompson, 
to prove to you that your custom is warmly appreciated. 


Why not come and see us within the next few 
days? It would be a special pleasure to know this 


letter had accomplished its mission. 


Yours very truly, 


[ 461 ] 


. 


BUILDING RETAIL BUSINESS BY LETTER 


Recently we have not been 
favored with much of your 


business. 


Mrs. Wm. Smith, 
117% Howard St., 
Hrie,; Pas 


Dear Mrs. emia: 


For some reason you have not favored 
us with much of your business recently. We wonder 
wh Aer 


How would you feel about a case of this 
kind, if you knew, Mrs. Smith, positively knew, 
you had a well assorted line of goods, prices 
right, salesmen courteous, and for no apparent 
reason were no longer favored with the patronage 
of a desirable customer? Wouldn't you begin to 
wonder what was wrong? 


Well, that is just the way we feel about 
it---there is every reason way you should buy from 


us---and still no’ business. “Won*teyo0 help us 
out and tell us why? 


Yours very truly, 


[ 462 ] 


INACTIVE ACCOUNTS 


Inducing an old patron 
to come back. 


Mosc Vewt. “Morrisons 
820 Hastings St., 
Detroit, Mich. 


Dear Mrs. Morrison: 


Human nature, is very much the same the world 
over. People don't like to be forgotten. Somehow here of 
late, we feel as though this store must have slipped 
your memory. We notice your account has been dormant for 
over &@ year. We are naturally wondering what can be keeping 
you away. 


Most of our patrons seem enthusiastic over our 
Service and Merchandise, and because we do not often lose a 
good customer, we felt impelled to address this letter to 
you, today. 


From the beginning of this store's career, we 
"hitched our wagon to a star" in our ideals of what this 
store should be---not the "near best" but the VERY best--- 
in service, in merchandise, in the estimation of the good 
people of this community. Frankly, we feel just as though 
Our. success 19S not complete without a larger share of your 
patronage. 


Enthusiasm is running high at our shop, this 
season, because our collection of Women's Garments is the 
finest in our history. You see, Miss Reel, herself, has 
been in Paris recently and made a personal selection of--- 
but we cannot begin to tell you about that ina letter. Why 
not come in and see them yourself, within the next few days?. 
It would be a special pleasure to know that this letter had 
accomplished its mission. 


Yours very truly, 


[ 463 ] 


BUILDING RETAIL BUSINESS BY LETTER 


We were sorry to see you 
were not in recently. 


Mr. J. L. Henderson, 
SERS ies toi eae ree 
PELL Ohn Na te 


My dear Mr. Henderson: 


It is always gratifying to hear from 
an old friend, and when looking thru our records 
we were sorry to see that you have not been in 
recently. 


Of course, it may be that you were not 
in need of anything in our line; however, with 
the Spring season here you will probably require 
some new clothing or furnishing, in which case we 
would like to ask that you bear us in mind. 


Right now you will find here clothes 
with a certain "touch and go" that will make a 
man feel as fit as he looks on Easter Morning. 
Styles that are neither overdone nor underdone 
but just right. No frills, fads or. fancies---sinm--. 
ply Spring suits of good taste in their becoming- 
ness. 


We'll be more than pleased to "just 
show" you anything in which you are interested. 


Very truly yours, 


[ 464 ] 





I f Section XIII 


Peete wh Ae COUNTS 


BUILDING RETAIL BUSINESS BY LETTER 


Concerned more in getting back 
an old customer than gaining a 
new one. 


Mrs. Wm. A. Brown, 
5lsChambers= ots. 
hudscmaah ary, 


Dear Mrs. Brown: 


Perhaps you wonder why we are so seriously con- 
cerned about the fact that no goods have recently been 
charged to your account. Perhaps you think one account 
among thousands would not be of great importance to us. 


But we assure you that your particular account, 
Mrs. Brown, IS of interest---especially if, your purchases 
have been discontinued because of any failure on our part to 
give you the best of service. 





Our regret at losing a customer would be far 
greater than our pleasure at gaining one; for, if we have 
been at fault, it is because of some shortcoming or blunder, 
and such errors cannot be corrected unless they are brought 
to our attention. 


Is there anything we can correct or explain? 


We shall be glad to have you make more frequent 
use of all the privileges of your charge account at this 
store. We are eager to serve you, and we believe a more 
regular dependence upon us will convince you that our cus- 
tomers enjoy some very distinct advantages in the way of 
quality, value and service. 


Yours very truly, 


[ 466 ] 


CHARGE ACCOUNTS 


Again extending charge 
account privileges. 


oem sce. OME GH ¢ 
Oi Mein .S% ., 
Pareto, Ny x. 


Dear Mr. Smith: 


Last Fall we bothered you for about a 
month---talking charge accounts. Remember? 


Since then, about a hundred or more names 
have been crowding the "S's" in our ledger. But YOURS 
is numbered among---the MISSING. 


Mr. Smith---after finding out that your busi- 
ness is WORTH HAVING---and after spending a month going 
AFTER it---we aren't going to give up so easily! 

Come in and talk to us---NOW---before Easter 
comes and camps on your Cash Box. Surely you know, by 


this time, that you're more than WELCOME. 


Very truly yours, 


[ 467 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Pointing to persistency of appeal as 
proof that patronage on ‘‘charge 
account basis,’’ is earnestly deswred. 


New Nee aJones;, 
Oeoe me ULl “30° <5 
hutccaie. N.Y, 


Dear Mr. Jones: 


It's proof POSITIVE that we want your account 
---and "we won't be happy 'til we GET iv”! 


It's true, Mr. Jones. We have looked up your 
CREDIT and found it GOOD. 


Now, if you'll look up OUR QUALITY---our VALUES 
---our SERVICHE---maybe we can "get together" on this CHARGE 
ACCOUNT question. 


We believe you'll find us worthy of sharing your 
good Credit with us. We have been waiting a long, long 
time---and we are sincerely anxious to number you among our 
PERMANENT patrons. 


Very truly yours, 


[ 468 ] 


EE — a a a 


CHARGE ACCOUNTS 


Extending charge account privileges 
to make shopping more convenient. 


Mrs. George Smith, 
425 Howard Ave., 
Lynn, Mass. 


Dear Mrs. Smith: 


It is my intention to give our customers the 
best possible service during the Holiday season which 
is fast approaching. 


For this very reason I have placed your name 
on our list of charge customers, in order that you may 
at any time charge merchandise without making applica- 
tion at the office. 


This store is "A Store of Specialty Shops" 
specializing in ready-to-wear apparel for women, misses 
and children; at the present time featuring Christmas 
gifts both practical and unusual. 


Trusting that this little Christmas favor of 
opening an account meets with your approval, and with 


best wishes for the coming Holidays, I remain, 


Cordially yours, 


[ 469 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Extending ‘‘charge account’’ 
privileges to a select list. 


Mrs. Anna Brown, 
Re Ree 
Joplin, Mo. 


Dear Mrs. Brown: 


A store is known by its patrons, as an individ- 
ual is known by his friends. The names that are eivenvove 
our counters, and recorded on our charge slips from day to 
day, are an important part of this store's usefulness. 


When people say, "I have an account with BLANK'S", 
we want it to tell the right story about us. |. We want the 
right kind of people to be our customers. 


We try to choose them, by offering the service and 
quality that discriminating people want. But we do more. We 
invite accounts of those we particularly want to serve. 


It would be a great source of satisfaction to us it 
we might number YOU among our charge customers. An account 
with us will save money for you---insure your getting most for 
what you spend---provide a record by which you can eliminate 
small leaks---put all our facilities at your instant service. 
There will be no formality about an account---in fact your 

Mame is already listed upon our ledgerm in preparation forsyour 
firs) purchase. 


Come in and make that purchase! 


Yours ecordaaliy. 


[ 470 ] 


CHARGE ACCOUNTS 


Extending charge account 
privileges to select list. 


—_— 


Mrs. J. K. Henderson, 
We Mein St. , 
Hartford, Conn. 


Dear Mrs. Henderson: 


An unusual number of the well-to-do families 
of Hartford make this store their main source of supplies 
in its field: We have been most fortunate in our clientele, 


We like to feel this is due to the values we 
offer. Certainly those most accustomed to judging values in 


the better sort of merchandise seem most appreciative of our 
offerings. . 


True economy, of course, consists in getting value 
for what is paid out---not merely in avoiding expenditure. 
Everyone MUST spend, to live; but some do so more skillfully 
than others. To these we make our appeal. 


We believe that this is YOUR KIND of a store. We 
think what we have will please you, as it pleases others of 
Similar interests. 


This is why we hope you will accept our invita- 
tion to open an account here. 


fours ‘cordialiy, 


[ 471 | 


BUILDING RETAIL BUSINESS BY LETTER 


Pointing out the convenience 
of a charge account. 


Mrs. Jack Smith, 
ABI SBCkeSon, 5U.), 
AiLbany. Ni. XY. 


Dear Mrs. Smith: 


The advantages of our charge account system 
have been extended to hundreds of patrons in this city 
and the saving of time and trouble is so gratifying 
that they are enthusiastic in recommending it to their 
friends. 


Charge customers may order at any time, by 
mail, telephone, telegraph or in person, and the bill 
will be rendered at the end of each month when settle- 
ment can be made. One can in this way take immediate 
advantage of special offerings. 


We're very anxious to have you on our books 
as a regular "charge customer", and if you will allow us 
to, we will arrange our records so that you will get es- 
pecially prompt and satisfactory service at all times. 
Simply stop in the first opportunity you go out to shop 
and tell us that we may. 


We'll be more than pleased to have you accept 
this invitveat. on 


Very truly yours, 


[ 472 ] 


CHARGE ACCOUNTS 


A “‘cash’’ store that is now 
inviting ‘charge accounts.’’ 


Mrs’... oH. Wolte; 
OED PORTS b., 
Indiana, Pa. 


Dear Mrs. White: 


You hare no doupt. heard of-ourssuore, and 
the many years in which we have been serving our ever 
increasing number of regular customers. We owe a debt 
of gratitude to all of them for the assistance they have 
rendered in our steady growth. 


We want to number you among our regular and 
interested patrons. Although this has been a cash 
store, we are now prepared to open charge accounts with 
those who can give the usual satisfactory references and 
settle every thirty days. 


Try us. If we meet your approbation, we are 
well repaid. If in service or merchandise you are dis- 
satisfied, we want you to tell us, so we can make it 
right. This is the way by which we have made and kept 
our friends through these many years. 


We invite you:to-see our excellent line of 
Fall merchandise, bought by those who are thoroughly 
posted as to market conditions. You will be delighted 
to find so complete an assortment of the season's 
Styles. A survey of what we offer will make it plain 
why "WE MAKE DOWN-TOWN SHOPPING EXTRAVAGANT." 


Yours for service, 


[ 473 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Open a charge account. We have 
already arranged all details. 


Mrs. J. A. Green, 
258 Hastings St., 
Detroit, Mich. 


Dear Mrs... Green: . 
4 

Any time you want to come in and make a 
purchase without cash, it will be a great pleasure 
to us to open a charge account with you. In fact, 
we've been eager to do this.for some time! We have 
even gone so far as to make a record here in the 
store that whenever you call, it is perfectly al- 
right for you to purchase whatever you wanva iivery. 
thing:is arranged for you! 





A revelation is in store for you in. the 
cer of service, the quality of merchandise, - 
orm courtesy, and the genuine desire to win 
only your patronage but your friendship and 
oval of this institution. 


4 
Fe OS 


Sect 
Ke 
SS 


a) 

SS 
(S 
ue) 


Every modern woman realizes the many bene- 
fits and the convenience she enjoys through having 
a charge account at a dependable store: 


A store, in turn, is known by its charge 
accounts - you judge it by the women who patronize 
it. So that, because of your position wim she -commn— 
ity if you avail, yourself of our Mmvitatron to-do" your 
buying here, you are reflecting credit both on your- 
self and om This store. 


We hope you will decide to let us serve you = 
all the facilities of this store are completely at 
your service. .1t is “YOUR STORE". Use iu. © Users 
SOON. 


Yours very truly, 


[ 474 ] 





CHARGE ACCOUNTS 


College girls wmvited to 
open charge account. 


Miss Clara Young, 
445 Beck Street, 
Milwaukee, Wisc. 


Dear Miss -Young: 


school will open very shortly, and, no 
doubt, there are certain preparations you will have to 
make for the needs ahead of you. 


We are splendidly prepared to take care of 
your every need trom head to toe. Our stocks are new 
and up-to-the-minute in style. The assortments are so 


large that you will have little trouble finding what 
you want. 


If you find that a charge account would be of 
service to you at this time, it will occasion you little 


Grouble to drop in at our Credit Office: on the third 
floor and arrange for same. 


Trusting that we may see you soon and that we 
may be of good service to you, we remain 


Yours very. truly, 


[ 475 ] 





os, 
> a 


2a 


Section XIV 
FURS 





BUILDING RETAIL BUSINESS BY LETTER 


Success of present Fur Sale 
due to wnusual values. 


Mrs. Philip Unger, 
246 Flushing Ave., 
Brooklyn, New York. 


Dear Mrs. Unger: 


Our Fur Sale is twelve days old and very suc-— 
cessful. People discovered during the first week that 
the reductions are remarkable---told their friends and 
crowds are appearing in greater numbers than we had really 
expected. . 


But we bought heavily for this Sale and for Fall, 
and we have on hand enough stock to supply the demand all 
during the month of August. So there is still a very wide 
variety of up-to-date, 19243 coats, scarfs and muffs for your 
selection---beautifully marked Russian Pony in natural col- 
or and black, youthful Racoon and Squirrel, rich Hudson and 
French Seal, Moleskin, Nutria, Coney, Marmot and Wallaby. 


If you don't feel that you can pay for Winter 
Furs right now, we will make arrangements not to charge 
them until November. if you have an account with us. If 
not, we will be glad to hold your purchase for you, on @ 
10% deposit, as long as you wish---storage FREE until De- 
cember. 


We want to make it easy for you to buy furs NOW, 
and save from 15% to 25% the same skins will be. We are 
holding this Sale for YOUR benefit---and to win YOUR 
Good Will. 


vincerely yours, 


[478] 





FURS 


Fur Sale. Prices will be 
higher next month. 


Mrs. John Merriom, 
ll Howard Ave., 
Home > x. 


Dear Mrs. Merriom: 
Only five more days of the Fur Sale. 
On September first, our price tags will all 


show the Fall prices, from 15% to 25% higher than the 
ones we can give you NOW. 


When cold weather sets in --- and Furs are such a 
comfort, both for warmth and picturesqueness --- you will 
think of this sale regretfully, if you miss it --- grate- 


fully, if you take advantage of it. 


There is an excellent selection left for you, 
even after three weeks of heavy selling --- and this is why: 
These are our NEW FALL STYLES we are offering in this Sale 
--- not “left overs". So, you see, our reductions are GENU- 
INE. We will never be able to offer such prices again, be- 
Gause every skin we buy to replace the ones we are selling, 
wild COST US from 15% to 25% more! 


We cannot impress on you too strongly the real 
opportunity we are suggesting to you. If you ever expect 
to have furs, buy them NOW --- it will be an investment. 


We will be glad to make some easy time payment plan for you, 
Lf yoOuInquire about (1b. 


Remember, just five days more! 


scincerely yours, 


[ 479 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Annual display of 
furs—inoitation. 


Mrs. William Meyerson, 
4D6. Wes Lancers, 
Batavia... 


Dear Mrs. Meyerson: 


You must make it a point to attend our big 
annual display and sale of fine furs which takes place 
September 15th to 20th inclusive. We are confident you 
will be impressed with this great annual event of ours. 


It is needless to say that furs this year 
will cost considerably more. Anticipating such a market, 
however, we purchased enormous quantities months ago 
when pelts were much lower in price. 


It would be well if you have any idea to buy 
a fur coat or fur piece for the winter that you make your 
selection now. By so doing we are confident that you 
will get better workmanship and a saving of from 20 to 
40 per cent. 


The garments we are now showing are made of 
the finest skins---style, cut and finish guaranteed, of 
course---innumerable styles to select from. 


You must stop in the first opportunity. You'll 
find us more than glad to "just show" you anything in 
which you are interested. 


Cordially yours, 


[ 480 ] 





FURS 


August sale on furs— 
opportune time to buy. 


Miss Anna Coffee, 
SOW kee bo obs, 
nopeny «N.Y 2 


Dear Miss Coffee: 


Next Fall --- when the weather turns cold, you'll 
be thinking about Furs. And it all depends on what you do 
now, whether you will take out a new coat or scarf then, 
put it on and feel snug and comfy --- or whether you will go 
to a furrier, price things and find them SKY HIGH! 


Beginning with the second day of August --- next 
Monday --- we are holding a Fur Sale, featuring a 15% re- 
duetion! 


The friends, of the Harrison & Co. will appreciate 
what this means, for they know by experience that when we 
reduce our prices, the reductions are ACTUAL --- REAL --- 
and worth taking advantage of. 


August is a dull month in the fur market, and in 
order to stimulate business great price reductions are made. 
The manufacturer makes us notable price concessions and we 
in turn pass these on to you --- plus a big saving, by rea- 
son of our smaller profits. You see, it's merely a case of 
creating a brisk August business. We are content with 
smaller profits that this demand may be created. 


80, if you will glence over our Ad’ in the next 
Sunday's paper --- you'll find many reduced items mentioned, 
and you may see advertised there, the very skin you have 
been wanting, made up in the latest Fall styles, at a price 
that will surprise you! 


And we will look for you in our store -+- third 
floor --- next Monday! 


Cordially yours, 


[ 481 ] 


BUILDING RETAIL BUSINESS BY LETTER 


August fur sale— 
marked reductions. 


Mrs. Lillian Sky, 
1516 Myrtle Ave., 
Brocisignn,. N.Y. 


Dear Mrs. Sky: 


Our Annual August Fur Sale will be staged 
this year, on the ten days starting Wednesday the 
20th. Preparations have been made and merchandise 
purchased that will make this sale the largest and 
most attractive ever held in this store. 


I know that you and your friends will find 
this mid-summer exhibition most pleasing from every 
point of view, and if you intend purchasing a new Fur, 
we will be prepared to deliver to you the very latest 
styles fashioned in the best pelts, and do this at 
prices which will mean a very substantial saving. 


The fact is --- we have made our purchases 
much below the present market prices, and we intend mak- 
ing some SPECIAL REDUCTIONS to yourself and friends dur- 
ing this big Ten Day Fur Event. 


If you will pass this word along, to those 
who might be interested, we will certainly appreciate - 


the favor. 


Very truly yours, 


[ 482 ] 





FURS 


Personal service 
in Furs. 


Mrs. Belle Sperling, 
Bob Uti caSt., 
Hiicecec iN”. 7 Os 


Dear Mrs. Sperling: 


With the approach of Fall, you are looking 
forward to the cold months and their needs. You are 
also thinking of buying new furs, or remodeling those 
that are out of style. 


May I solicit your patronage and offer you 
my services? I do only first-class, and reliable work 
at reasonable prices. My ready-to-wear furs are the 
best in style, make and quality. Prices reasonable. 

Where I am located, the running expenses are 
low, compared to the down-town, high-rent districts. 
When you buy here, you are paying for vaiue received, 
and not for high rentals. 

Won't you please call and look over my styles? 


I thank you for your attention. 


Respectfully, 


[ 483 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Manufacturer’s representative will 
show line? Shall we advise you as 
to exact day? 


Mrs. Harry Sweenie, 
Oi eam #5.. ; 
SG. eeooilc.,) MO. 


Dear Mrs. Sweenie: 


We are expecting the representative of 
the BLANK & BLANK CO, furriers, in the very 
near future. He will remain with us for one day 
only to display his complete line of fur coats, 
capes, coats and fur pieces for the coming Fall. 
Also, a complete line of Summer furs. 


During his brief stay with us, we are 
very anxious that you make -it a point to cone in 
and help us in our selections. 


It would be well, too, if you have any ; 
idea of buying a fur coat or a fur piece for the 
coming winter that you make your selection now. By | 
so doing, we are confident you will get better skins y 
and workmanship at a saving of ten to fifteen per-. 
Gert: 


If you will indicate your interest by re- 
turning the enclosed card or phoning Main 10, we shall 
be very glad indeed to advise you the exact date of 
this exhibition. 


Very truly yours, 


[ 484 ] 





FURS 


An institutional series for a high 
class Fur house. Letter No. 1. 


Mrs. Charlotte Brewster Jordan, 
70 Morningside Ave., 
New York City. 


Dear Mrs. Jordan: 


Two years after Lincoln's proclamation, the 
pioneers of the House of Blank's were planning for the 
winter comforts of the people of New York Town. 


So it is that the House of Blank has seen 
two wars---and their consequent depression. 


It has watched the careers of thirteen 
presidents. 


It has passed from the difficult period of 
barter to the era of fixed prices. 


It has seen the invasion of factories and 
machinery---and cherished an appreciation of hand crafts- 
manship. 


It has known the day when some of its skins 
were trapped on Manhattan Island and carried by stage 
to the trading outposts of Greenwich Village. 


Fashions have passed and re-passed our mir- 
rors like a Review---we may have provided Furs for your 
Grandmother---and remodeled them for your Mother. 

And for you, Mrs. Jordan, today, this means 
a well-established standard of value and taste upon 


which you can depend. 


Very truly yours, 


[ 485 ] 


BUILDING RETAIL BUSINESS BY LETTER 


An institutional series for a high 
class Fur house. Letter No. 2. 


Mrs. Afton Thorley, 
Ardsley on Hudson, | 
New York. ; 


Dear Mrs. Thorley: — : 
: i 


When you buy Furs, like works of art or precious | 

stones, you have to trust, in some degree, to the knowledge 

and authority of those who sell them to you. 
A lifetime can be spent in becoming a competent 

Judge of Furs. There is no field in which qualityiae so 

hard to judge and so often unwittingly mis-represented. 

A muskrat, trapped in Mid-January, with his best Winter Coat 

on, may be a more luxuriant and valuable Fur than the "real" 

sable of summer growth. <A skin, Mrs. Thorley, may be en- 

hanced in beauty and value by dye---or entirely ruined. Such 

things cannot be detected, save by the expert, when the Rurs 

are new. 


To four generations, we have provided beautiful 
and selected Furs, under their true names, with an entirely 
frank and concise explanation of their intrinsic worth and 
probable durability. That is how the name of Blank has come 
to be a label of responsibility as well as superior quality. 


Furs from the four corners of the earth are here 
for your inspection. The finel chotce or wiiroets Usie lie, 
the result of much "shopping"---let us assure you that we 
appreciate this fact and will enjoy showing you anything 
in which you express an interest. 


Very sincerely, 


[ 486 ] 





FURS 


An institutional series for a high 
class Fur house. Letter No. 3. 


Mrs. James T. Graystone, 
87 Park Ave., 
New York City. 


Dear Mrs. Graystone: 


strangely enough, the most beautiful ani- 
mals are usually the rarest and most elusive. 


Just as high spirit gives color to the human 
cheek and sparkle to the eye, so the finest color and 
richest gloss in Fur comes from the animal which has 
an indomitable pride in his freedom. The animal of 
Superior physique seems to be endowed with a quicker 
intelligence for its protection. 


Gems that are rare and hard to find are the 
"“orecious" ones. It is the same with Furs---and you 
will find, Mrs. Graystone, that the price of a reliable 
expert is a fairly trustworthy barometer of beauty as 
well as intrinsic value. 


Among our displays, there are many of these 
"“aristocrats"---and it is by seeing and appreciating 
the BEST that you can form a reliable standard of Fur 
Value for your own guidance. We take an artistic and 
professional pride in explaining comparative values 
and types---and we hope we may be able to serve you in 
this way. 


Very sincerely, 


[ 487 ] 


BUILDING RETAIL BUSINESS BY LETTER 


An institutional series for a high 
class Fur house. Letter No. 4. 


Miss Alice Lawrence, 
170 West 59th St., 
New York City 


Dear Miss Lawrence: 


Blank's Styles conform to the individual--- 
not to the "Fad". 


Every season, one of the more plentiful Furs 
is "done to death" and becomes a Fad from duplication. 


The woman of discrimination and taste shuns 
them---even in the better skins. She is looking for 
"individuality"---and she prefers to have a VARIETY of 
exclusive designs at her disposal, unrestricted by any 
arbitrary style consideration. 


A GOOD Fur carries its undeniable mark of 
authoritative refinement and is never rendered useless 
by style changes. It may become a family heirloom be- 
fore it is worn out. So the good fur, Miss Lawrence, 
like the "real" jewel, is at once wiser investment and 
better taste. 


However, there is the "best" in Possum---or 
the "best" in Sable. There is the design that is ample 
---or the design that requires fewer skins and less 
workmanship. So, as our selections are extensive, our 
values are as diverse. You can quite invariably find 
the type of Fur and the design which is most becoming 
to you, from the versatility of choice we are able to 
offer. We would be pleased, indeed, to consult with 
you. 


Very truly yours, 


[ 488 ] 





FURS 


An institutional series for a high 
class Fur house. Letter No. 5. 


Miss Dorothy Sharpe, 
879 Park Ave., 
New York City. 


Dear Miss Sharpe: 


There is nothing that can give a 
greater thrill to any feminine heart, young or 
aids Ghan to discover = soft, rich Fur under the 
tissue of the Christmas Box. 


And such a Gift from Blank's is a compli- 
ment---a token of peculiarly high esteem. 


Good Furs have preserved the "electricity 
of life" which makes the Fur stand thick and glossy 
om the pelt, more beautiful than the finest silk. 
Yet there is more warmth and enduring wear in the 
hardy hide that lies beneath than in any fabric made 
by man. 


Practical---but not at the sacrifice of 
beauty---could there be a better definition of the 
Perfect Gift? Had you realized that here is all the 
beauty, rarity, sentiment and durability---and ten 
times the utility---of any bit of jewelry? 


We hope, Miss Sharpe, to serve you. 


yincerely yours, 


[ 489 ] 


BUILDING RETAIL BUSINESS BY LETTER 


An institutional series for a high 
class Fur house. Letter No. 6. 


Mrs. Edgar Spencer, 
Croton on Hudson, 
New York. 


Dearwwins. HDpencer: 


In 1863 when much of this country was yet 
unbroken, the great-grandfathers of the present Blanks 
pons saw that there was a real need for FPurs---and a4 
vast supply from which to draw. For much of mer vie 
United States is in the same climate zone as the heart 
of Russia, with more of the year Winter than Summer and 
furs a necessity rather than a luxury. 


Today, Mrs. Spencer, we draw upon the re- 
sources of the whole world to supply the needs of New 
York City and the surrounding territory. 


In the last generation, there has appeared a 
new and insistent demand---for Sport Clothes---a type of 
apparel which came to us from England and was quickly 
accepted and improved upon by the active and resourceful 
American Woman. 


That is why we included Sport Clothes as a 
"specialty" to occupy our Summer Season, when Furs were 
idle. It happens that Sport Clothes, like Hurs. areuag 
favor all the year ‘round, now---and our Sport Depart- 
ment shows promise of rivalry with our "first-born". It 
is true to the Blank Standard---excellence of quality, 
distinction and exclusiveness of desien. Are you ac— 
quainted with it---? 


Cordially yours, 


[ 490 ] 


— 


FURS 


A Fur Campaign covering 
new styles, present values and 
remodeling. Letter No.1. A 
Preview Feature. 


Wrs. Lester Wolf, Jr., 
.4433 Campbell St., 
Kansas City, Mo. 


Dear Mrs. Wolf: 


Before our showing of the new styles 
is announced in the newspapers, on July 30th, we 
want you to have an opportunity to see and to 
make selection at leisure. 


Hence for two weeks before the crowds 
come you will be free to take your choice of the 
better values offered. If you wish to make a se- 
lection at this time, any fur will be kept for 
you without storage charge for the balance of the 
season, and delivered in time for the first cool 
weather. 


Furs are now selling at 1912 prices, 
Mrs. Wolf, and it is many a year since we have 


been able to offer such values as you will see. 


Come early! Naturally, the finer offer- 
ings will be taken first. 


YOursncordie Piyvc 


[491 ] 


BUILDING RETAIL BUSINESS BY LETTER 


A Fur Campaign covering 
new styles, present values and 
remodeling. Letter No. 2. 


Nrer evi. uain, 
416 EH. 36th St., 
Kansas City, Mo. 


Dear Mrs. Hath: 


During the coming Fall and Winter, 
fur prices will best) Lolo tevele. Vie sma cic 
has not been so favorable, for purchase during 
the last ten years. 


Our prices, Mrs; Haff, are always 
below the market; for we buy direct from the 
trapper, and we manufacture on the premises. We 
eliminate all middleman's profits; our own over- 
head expenses are low, and as a consequence you 
can always buy here at a saving. 


At present we are showing an unusually 
wide selection. If you did not take advantage 
of our offer of July 15th, it is not too late--- 


you can still find very choice values, because 
our stock is so large. 


Those who select skins to be made up, 
or choose garment, can have them held by making 
a deposit. They will be delivered as soon as the 
cold comes. There will be no charge for storage. 


Yours cordially, 


[ 492 ] 





FURS 


A Fur Campaign covering 
new styles, present values and 
remodeling. Letter No. 8. 


Mire. Chas. C. Peters, 
1340 Santa Fe Rd., 
Kansas City, Mo. 


Dear Mrs. Peters: 


Many families have really beautiful 
furs---rare and valuable heirlooms---which can- 
not be worn today because of style changes. 


At moderate cost we can remodel such 
pieces, bringing them up-to-date and repairing 
worn or damaged parts. Such remodeling, when 
skillfully done, adds greatly to the value and 
the practical usefulness of the article, without 
in the least detracting from the associations 
attaching to it. 


If you will let us advise you with re- 
eavro to your furs, Mrs. Peters, we shall be glad 
to estimate the probable cost of remodeling, and 
give you an idea of the appearance of the result- 
ing garment. 


A moderate deposit will hold garment 
tor delivery later, with. no charge for storage. 


Make your arrangements now! 


Yours cordially ; 


[ 493 ] 


BUILDING RETAIL BUSINESS BY LETTER 


A Fur Campaign covering 
new styles, present values and 
remodeling. Letter No. 4. 


Nits nOteb. Cas tiles 
$701 Madison St. -; 
Kansas City, Mo. 


Dear Mrs. Castle: 


Discriminating women realize the 
touch of luxurious refinement which only fur 
can give to one's wardrobe. It is becoming to 
everyone. It harmonizes with all costumes. 17 
is appropriate at all times and on almost all 
occasions, 


Furthermore, Mrs. Castle, furs 
are the most economical garments you can buy. 
otyle changes never render good furs useless, 
and hence the cost spreads over so long a period 
that even a costly fur is truly an economy. 
Yet the selection we offer is so wide that the 
matter of price can be nicely adjusted to the 
purse and taste of every buyer. 


Whether you require something from 
our stock, for yourself or as a Christmas 
gift---whether you require our service in the 
repair or remodeling of furs---we can promise 
you money saving and complete satisfaction. May 
we prove this? 


Yours cordially, 


[ 494 ] 





SECTION XV 


FURNITURE 





MS 


BUILDING RETAIL BUSINESS BY LETTER 


This year an early selections 
of gifts 1s advisable. 


Mrs. 5S. W. Worumbo, 
2 Lidertyeo me, 
Mount Vernon, N. Y. 


Dear Mrs. Worumbo: 


Many people are coming in these days, even 
as early as it is, and casting about for gift sugges- 
tions---so our message: to you to-day is merely to sug- 
gest that the earlier you come the wider will be the 
selection and the greater the variety of styles in the 
Furniture and Rugs you may have in mind. 


Never in the history of Our Store have our 
pre-holiday stocks of Furniture and Rugs been so com- 
prehensive, so rich in variety, so well equipped to suit 
an infinite variety of tastes. 


You will find,..also, that sour prigee ereeeos 
markably reasonable. We would rather have your friend- 
ship and sell you an article for less than you had ex- 
pected to pay, than get a larger price and have you feel 
that although you got what you wanted, it had cost you 
too much. : 


Then too, you will find our Hasy Terms of Cred- 
it will aid you greatly in selecting a better gift than 
you had anticipated, for with this aid you can pay for 
it a little at a time and never miss the amount you spend. 


Anticipating a visit from you at your conven- 
ience, we are 


Cordially yours, 


[ 496 ] 





FURNITURE 


Salespeople that will aid 
you in the selection of 
your furniture. 


Mrs. Frank Smith, 
264 Decatur Avenue, 
meook lyn, N. Y% 


Dear Mrs. Smith: 


It is unquestionably true that the furnishings 
of a home offer a pronounced medium of self-expression 
and have a subtle influence upon every member of the 
family. The atmosphere of the home reflects the person- 
ality, taste and ideals of those who occupy it. 


By using discretion, care and good taste in 
the selection of furniture, floor coverings and dra- 
peries these ideals may be exemplified. 


You will meet salespeople in this institution 

who will be pleased to co-operate with you either in the 
preparation of plans or in the choosing of articles re- 

quired for the proper furnishings of your home. 


We are very anxious to have you look over our 
departments, for we are sure you will find many valuable 


items of interest to you. 


Respectfully, 


[ 497 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Suggesting furniture as suitable 
Christmas gifts. 


Mrs. D. -E. Brown, 
50. Mein Ste 
Boston, Mass. 


Dear Mrs. Brown: 


When you are shopping for Gifts, don’. pass up 2 
furniture store just because it LOOKS as though it contained 
only big and expensive things---and you can't see just what 
you want in the window. 


Come in, next. time you go by the Blank Furniture Store. 
You've no idea how full of little suggestions it is, as a Gift 
Shop---for Christenings, Birthdays, Weddings and for CHRISTMAS. 


There are any numbers of little things for remem- 
brances---candle sticks, cushions, hearth rugs, mirrors, book- 
ends, lamps, trays, sewing tables, with fascinating compart- 
ments---and phonographs, of all sizes, shapes and prices. There 
are things that will remind the friend or relative who receives 
them of YOU. Nothing that you could choose would so constantly 


satisfy---please---gratify---than something for the beauty, con-— 


venience or comfort of Home. 


Here is a secret. You can get these things much 
Cheaper in a furniture store than in a gift or novelty shop.. 
They usually get them in a furniture store in the first place, 
and then they have to get an extra PROFIT from you, for the 
IDEA. 


- Inside, at the BLANK Store, you'll find everything 
a, HOME needs, from tip to toe, big or little, practical and 
beautiful. 

You are always welcome---we have often told you that 
you may have credit any time you ask for it. We sincerely hope 


you'll include us during your Christmas shopping. 


Very truly yours, 


[ 498 ] 


=P == 


Se 


FURNITURE 


Lamps as 
leaders. 


Mrs. B. W. Jones, 
492 Main St., 
Philadelphia, Pa. 


Dear Mrs. Jones: 


We've got a great big advantage over Aladdin, when 
it comes to lamps. There's more magic in the warm, soft light 
of a deep-fringed lamp on the library table of a modern home, 
than in his tallow wishing lamp that brought forth Genii. 


It can bring out the hidden beauties of color and 
lustre in your rugs, cast long, bewitching shadows on your 
Geilings and lend a charming, delicate glow to your own cheek. 


Joe Brown has a special fondness for good-looking 
lamps, so he bought and bought, in all shades, shapes and 
sizes, desk lamps, piano lamps, reading lamps, parlor lamps. 
'Til they're standing all over our shop like a lot of Fairy 
Mushrooms. 


From lamps to armchairs isn't such a long jump. We 
want to tell you about the new easy chairs that Mr. Brown just 
sent in, to go with those reading lamps---on quiet evenings. 
And the davenports, built for comfort, the sink-in-est, coziest 
kind of fireside comfort. 


And then---to complete a perfect living room---MUSIC 
---Vitanolas, Columbia Grafonolas and Columbia Records---we 
have them. 

There are no dull spots in our store for the Home-lov- 
ing woman. And, as we told you before, Mrs. Jones, we believe 


we can give you some prices that will surprise you. 


Sincerely yours, 


[ 499 ] 


BUILDING RETAIL BUSINESS BY LETTER 


A novel summer 
appeal. 


Mrs. M. C. James, 
280 Main 5t., 
Dorchester, Mass. 


Dear Mrs. James: 


Here's a little "inside information" that 
we're passing on to you, because you are a Home-Maker, | 
and as such it concerns you. 


We got a little low on Summer stock the other : 
day, so our Buyer, Mr. Smith---and he is full of new ideas 
and enthusiasm---went to the Source of Supplies and we just 
got a letter from him, thus: 


"Dear Folks: 

"Maybe I overdid myself this time.. I 
couldn't stop buying, because every last 
piece I've selected, I could imagine in 
some Dorchester home, just where it OUGHT 
to be. 

"Tt'll all be in-some time this week. 
I'll be there in due time to help you un- 
pack it. ‘Tell everybody about it. I want 
them all to see it. 

Joe! 


Come in, some time this week, and see Joe Smith's new stock. 


Cordially yours, 


[ 500 ] 





FURNITURE 


Spring Housecleaning 
appeal. 


Dear Mrs. Jackson: 


In the Spring, don't you get a zestful, zealous 
burst of REFORM and begin to throw out many of those old 
things---those "dead usefuls, that are no more", that clutter 
up some of the out-of-the-way corners of your home? 


During Spring Housecleaning don't you make a sort 
of annual Inventory of your possessions, and you almost 
always find a piece of furniture here or there that you feel 
ought to be put out of sight? But it's very, very hard to 
break a habit---and it has become a habit to see it there, 
in its appointed place. 


I think I know why it's hard to throw things away. 
It's in my line to find out. It leaves empty places, little 
holes in "familiarity"---"gone-spots" like unfulfilled wishes. 
It makes you wonder, every time you look there, what it is 
that you have misplaced. 


Don't let your Corners be Stow-aways, that you 
hope no one will notice. We have so many odd pieces, such 
as a graceful vase, some book shelves, a three-legged stool, 
& unique hall chair, for those very spots, just the thing to 
moive ao ‘tinigsh" a touch of originality to your Home. Had you 
ever thought of making mere CORNERS places of charm, before? 


We are always glad to help you in the selection 
and arrangement of a harmonious set for any. sort of a room, 
with an eye to the placing, lighting and color effects and 
Comfort. 


"Feather your nest"---and then, every year, dur- 
ing your House-Cleaning, keep your eyes open for MORE and 
better feathers, because a house may be completely finished, 
but a HOME is never completely furnished. Come in, no mat- 
ter whether you want to buy now, or not. 


pincerely yours, 


[ 501 ] 


BUILDING RETAIL BUSINESS BY LETTER 


A store that will gladly assist 
you in the proper selection of 
your furniture. 


Mrs. W. E. opear, 
121 Main 50s, 
Philadelphia; ea. 


Dear Mrs. Spear: 


When the wear and tear of family life has worn through 
your carpets and put creaks in your rocking chairs, and your dav- 
enport begins to get a dragged-down, weary look, don't sigh in dis- 
pair. Everything is perishable. The old things you cherish Can’ 
last always. 


People are inclined to expect too much from the furni- 
ture they "always had". Few pieces of furniture are strong enough 
to last as long as the life of a human being. Antiques are chairs 
that were never sat on---tables that bore nothing more than a doily 
---"company parlor" relics. 


Just some new easy chair, for that spot that has always 
been a little bit bare---a little upholstering on old pieces of 
furniture---another set of dainty curtains and some fresh over- 
drapes---a new rug under the library table---and it. is as though 
the room has been entirely refurnished! 


You're apt to forget these little defects of wear in 
your Home, because they come so gradually and you're in it so much. 


Look around you, now, Mrs. Spear, with new eyes, Winter's 
coming and it will force you all indoors again, pretty soon. Make 
yourself and your family WELCOME those cozy, comfy evenings, in 
freshened surroundings. 


It can be done so inexpensively by a thoughtful housewife 
and a furniture store that will take a PERSONAL interest in coopera- 
ting with you, in your "Thrift" plans. We are glad to have you come 
in, any time, to look around, ask questions, get suggestions, 

---and there will be no obligation whatsoever, to buy. 


Cordially yours, 


[ 502 J 


FURNITURE 


Appealing to a woman’s 
love of home. 


Mrs eke Kennedy, 
BoLeHeaY you, 
Gee cles Mion 


Dear Mrs. Kennedy: 


Every woman has a love for her home. There is 
not alone the love of the beautiful, but the thought of 
comfort---the comfort of her loved ones, the comfort of 
her friends. 


Above all, the modern housewife likes to have 
her furniture reflect prosperity and success. Ofttimes, 
by the addition of a few new pieces a clever woman makes 
her home look as though it were entirely refurnished. 


We have many beautiful and unusual pieces that 
will give you that very effect, no matter what room or 
rooms you wish to "dress up". If this suggestion inter- 
ests you, why not make a little home-beautifying journey 
To our store? 


We are sure, Mrs. Kennedy, you will be pleased 
with the result of your trip, and even though you do not 
buy a single new piece, you will have become better ac- 
quainted with our large stock---perhaps for a future day 
when you will want to make these changes. 


Your visit here is a genuine pleasure to us 
and entails not the slightest obligation. We do not ex- 
pect you to buy. We invite you to visit. It is WE who 
will be obligated over your call, not you. May we ex- 
pect you during the coming week? 


Cordially yours, 


[503 J 


BUILDING RETAIL BUSINESS BY LETTER 


Personality and Comfort 
in the home’s furniture. 


Mrs. J. B. Henderson, 
2 Main Bo.5 
Butts tae ae e 


Dear Madam: 


Have you ever come out of the dark night 
into a warmly lighted, soft-hued room that breathes 
HOME? Haven't you felt that room had PERSCNALITY? 
Hasn't it seemed to reach out to you and say, "Come in! 
Here you can be comfortable. Here you Can Desiapa as 





This furniture store has an ambition to give 
every woman the room or rooms she will love. We have 
devoted years to the study of home furnishings that 
are distinctive---that have the cheery appeal of ab- 
solute comfort. 


There are so many “comforting” furniiure 
pieces here that we could never begin to describe them 
all. Surely you will come and see them! No matter 
whether you buy now or decide on things you will buy 
later this store has few dull moments for the home- 
loving woman---there are so many pretty things she 
would like to have! 


Along with your surprise at the unusual va- 
riety of new and uncommon styles in furniture you'll 
like, there are agreeable price surprises in store for’ 
you as well. Qur prices have made as many friends 27or 
this store as our merchandise and methods. 


Don't wait---do us the honor of paying an 
early visit. You won't be disappointed. 


Very Gruly yours. 


[ 504 ] 


FURNITURE 


An ‘‘upstairs’’ furniture 
talking low prices. 


Mrs. P. Butler, 
142 Smith St., 
Syracuse, N. Y. 


Dear -Mrs. Butler: 


Last month, in our letter to you, we were going 
to tell you about the wonderful furniture you'll find here, 
but we had so much to say about our low prices that we never 
even mentioned the furniture. 


Did you know that this store on the second floor 
(just a block from Main Street) occupies fourteen thousand 
Bquare feet of floor space? 


] 
Titik sete Al that room filled with; furniture 
of the better makes! Do you wonder that every woman who 
comes here is really startled at the tremendous displays? 
From small and dainty individual pieces, to large elaborate 
Period suites---nothing is missing. 


Hven though you do not need or desire furniture 
of any sort, you'll find genuine pleasure in seeing our ex- 
Peoioroa That's jueo wheat it is; Mrs. Butler, an exhibition 
Otethe choicest furniture produced in America. And offered 
at the lowest prices---prices which mean savings to you of 
at least-a quarter in the cost---in many instances the sav- 
emacs. Putting that into dollars and cents, a 
suite which in other stores is marked $300 will probably be 
found here for $200 or $225. 


We know that seems almost impossible---but it is 
Seeiiiple matber ior you. to.prove.it. see our furniture--- 
Compare it in quality and price with the furniture of other 
good stores---that's the real proof. 


You are more than welcome to come and examine our 
stock to your heart's content. Won't you visit us at an 


early date? 


Very sincerely yours, 


[ 505 | 


BUILDING RETAIL BUSINESS BY LETTER 


Another letter featuring 
second floor prices. 


Mrs. N. Williams, 
7 Fourth ote; 
Rochester, N. Y. 


Dear Mrs. Williams: 


Do you expect to be down our way some time this 
week? The reason we ask is because we have just received 
some new shipments of furniture and we want you to see 
them. 


There are several pieces which we're sure you'll 
like---and a couple of suites, too, that may prove inter- 
esting. They're priced, like everything else in this big 
store, at costs which are from a quarter to a third less 
than other good stores are asking. We're on the second 
floor, you know, where rent is low, so naturally our prices 
are low, too. 


It doesn't matter a bit to us whether you come 
just to "look around" or to buy---we'll be equally glad to 
see you. We will show you anything and everything in the 
store---and never once will we suggest a purchase. 


Come in when you feel like it---soon, if you Can, 
while the furniture which we've just received is still here. 
You'll find this store has few dull moments for the home- 
loving woman; there are so many interesting and attractive 
things to see. 


By the way, Mrs. Williams, we'd like to suggest 
that you bring some friend with you---most women, we have 
found, enjoy talking over the various points of the furni- 
ture they see, and from a friend, you are certain to receive 
an unprejudiced opitiion. 


May we expect a visit from you in the next day or 
sor You are going to be delighted with what we have to show , 
you. : 


Very sincerely yours, 


[ 506 ] 


FURNITURE 


Price advantage in second 
floor location. 


Mrs. Harry Williams, 
elle WES Th cd Ge 
Cleveland, Ohio. 


Dear Mrs. Williams: 


When we wrote you last month we forgot to 
mention a point of importance to you. 


We explained how our second floor location, a 
block from Main Street, with its low rent, enabled us to 
sell you furniture of the better makes at savings of a 
quarter to a third in price. 


But we didn't tell you that we never hold any 
sales; we never give any discounts---and here's the 
reason. Our regular prices are always lower than the 
prices at so-called sales! 


‘And the furniture you buy here is new furni- 
ture; in the best designs; in the.finest qualities; of 
the highest character workmanship. 


Doesn't it stand to reason when a store holds 
a "sale" of furniture that the furniture was originally 
priced far too high---or else is so badly shop-worn---or 
perhaps it is so poorly designed that no one wanted it 
at any price! 


You can feel practically certain that when you 
see furniture offered at a "reduced" price, one of these 
causes is behind the sale. 


Why not come in this week or next and see for 
yourself just what we mean? Your visit here is a genu- 
ine pleasure to us. We do not expect you to buy. We 


invite you to visit. May we expect you soon? 


Very truly yours, 


[507 | 


BUILDING RETAIL BUSINESS BY LETTER 


Featuring nationally 
advertised goods. 


Dear Mrs. Henderson: 


During our twenty-eight years of experience, 
many women have come into our store, looked at our fur- 
nishings, and then asked a very natural question, "How 
do I know these goods will give service"? 


This question, Mrs. Henderson, has been asked 
us so often that we now take pride in suggesting the 
logical answer. "BUY NATIONALLY ADVERTISED GOODS!" 
They are not only nationally advertised, but nationally 
guaranteed. 


For your benefit we are listing some of our 
nationally guaranteed merchandise: 


Pathe Phonographs and Records 
Universal Combination Stoves 
Congoleum Floor Coverings 
safety First High Chairs 
Anchor Brand Wringers 
Kroehler Davenports 

Pullman Davenports 

Bissels Sweepers 

Whittall Rugs 

the Ta-Bed. 





Englander Springs and Couches 
Peninsula Stoves and Ranges 
Hoosier Kitchen Cabinets 

Yost Washing Machines 

Free Sewing Machines 

Randall Mattresses 

Royal Hasy Chairs 

C.V.C. Carriages 

Simmons Beds 

Crex Rugs 


We hope that you will come to the store to see 
some of these famous products. 


Very truly yours, 


[ 508 ] 


FURNITURE 


Furniture on ‘‘ easy 
payment’’ plan. 


Mrs. B. Morton, 
er boy lstone at. ; 
Boston, Mass. 


Dear Mrs. Morton: 


We want you to know us. We are therefore writing 
to you to tell you exactly how we do business. 


Meter erst place, werereel that you shop for fur- 
niture with more discrimination than you usually show when 
purchasing. The reason for this is that furniture is a per- 
manent investment which reflects your personality more than 
enyunine else. Por this reason you will find our salesmen 
are personally interested in you and your selections, and 
that they have been educated to explain all articles, in 
detail. In order to accomplish this, they show patience and 
courtesy, and make furniture shopping a real pleasure. 


UE MeGredit department, moreover, will be found to 
be as reasonable and helpful as possible. If you desire to 
Open-en account with us, you are introduced to the credit 
manager with whom alone terms are made. Here again we en- 
deavor to meet each case individually and to make a person- 
Siler Lenduor cach) customer . 


It is our hope that you will come to see us when 
“you next brighten up your home with new furnishings. We 
are confident that you will find here just the furniture, 
rugs, or stoves you want, and that you will discover for 
yourself the pleasure of shopping at Blanks. 





We look forward to an early visit from you. 


Very sincerely yours, 


[ 509 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Helping solve the Christmas 
gift question. 


Mrs. W. Weber, 
2e7 Kane Ave., 
JOLASG ell 


Dear Madam: 


"What shall I give for Christmas?" This is 
a most important question at this season of the year. 
Our store would be very happy if we could feel that we 
were of some assistance to-you in solving this difficult 
question. 


This year, especially, we are well supplied with 
sift furniture. Our newly completed balcony is .ful ore 
variety of articles which will make the most welcome and 
useful of presents. Reed and fiber furniture, floor tanga 
cedar chests, table lamps, Royal Easy Chairs, Pathe Phono- 
graphs and Records---we have them all in full assortment. 
It is also not to be forgotten that we have a whole floor 
full of rugs and rockers where the most suitable of gifts 
are attractively arranged awaiting your selection. Remem- 
ber we have things for the kiddies, too. 


Why not make this a season for really useful and 
lasting gifts? There is nothing that will please you 
better than to feel you are adding to a friend's comfort 
as well as his pleasure when you give your annual present. 
If you make Blank's your Christmas shopping center, you 
can rest assured that your tokens will be appropriate and 
appreciated for a long, long time. 


Moreover, you can arrange an account with us on 
anything you select and regular payments need not begin 
until after the holidays. 


We hope to have the pleasure of wishing you the 
greetings of the season in person at our store, but still 
we won't neglect this opportunity. "Blanks" wish you a 
Merry Christmas. 


Sincerely yours, 


[ 510 | 


FURNITURE 


Featuring the appropriateness 
of Wicker and Reed furniture. 


Mrs. Lillian Rosen, 
“12 Hoede St., 
Washington, D. C. 


Dear Mrs. Rosen: 


With the coming of warm weather, velvet and 
leather chairs lose their appropriateness, and the 
wicker and reed chairs, with attractive cretonne cush- 
ions, take their place. 


A home in the Summer should be a cool, 
pleasant shelter from the hot rays of the sun---and 
wicker and cretonne, somehow have a wonderful way of 
creating just the desired atmosphere. 


We have a fascinating display of wicker furni- 
ture, such as: tables, chairs, tea-carts and a variety 
of baskets for summer flowers and ferns. 


The kitchen---usually a detested spot, in the 
summer---can be made a cool and convenient place to 
work in. A new gas range, a fireless cooker and a 
kitchen-cabinet are necessary articles for the modern 
kitchen. A good refrigerator is the need of every 
housewife, especially during the summer months. We 
carry an excellent line in various sizes, guaranteed to 
keep their contents as cool and fresh as on a Winter's 
day. 

You can't imagine how refreshing a few little 
additions to your home will be. Let us show you our 
summer display. We are sure we have something that will 
help to make your home more attractive. 


Sincerely yours, 


[511 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Featuring service 
rendered. 


Ars. 1... COrimer, 
Lil-Main Si, 
Toledo, Ohio. 


Dear Mrs., Young: 


This store wants to help you beautify your home. 
Where you have a problem in furnishing an additional room, 
or in refurnishing an old one, we may be able to make sug- 
gestions that you will be truly grateful for. 


Our mission, Mrs. Young, is not alone to sellegood 
furniture, but to be of service to the woman who wishes to 
keep her home attractive. A few well-selected pieces can 
'make" the most discouraging room, while a careless choice 
Wall Wee Gr. 


In a store having the big advantage of skilled and 
experienced furniture buyers, you get the benefit of author- 
itative good taste, training and judgment. These you can 
blend with YOUR OWN ideas of beautifying your home with 
appropriate furniture and making it a delight to the eye of 
the visitor. 


We have a rigid rule in this store---a time-hon- 
ored principle that is written into the history of every 
successful institution: Absolute satisfaction or your money 
back. Beside that, we have also made a part of our service 
to you such things as: Promptitude, Courtesy, and a genuine 
interest in the customer's tastes, wishes and welfare. 


a 


You are always welcome to come and examine our 
stock to your heart's content. You would benefit by a spe-. 
cial trip here. Why not make it at a very early. date? This 
is the glad-to-see-you store. 


 GCordisilivryours: 





Furmture of 
dependability. 


FURNITURE 


Mrs. K. Kennedy, 
eb i ret wo ba 
New Rochelle, N. Y. 


Dear Mrs. Kennedy: 


‘When you are about to invest in any- 
thing so permanent as an article of furniture 
for your home, don't you want to be very SURE 
of what you are getting? 


You "can dépend upon any article of 
furniture that you buy at this store--for our 
buyers are skilled and experienced men--expert 
judges of furniture that will ENDURE and will 
appeal. to persons of discriminating taste. 


You will find our salesmen interested 
in talking over your plans with you--most willing 
to co-operate with you in choosing furniture from 
which you will get the most use and enjoyment. 


You're always welcome to "just look" 
for ideas and helpful suggestions, without feel- 
ing any obligation to buy. 


Very truly yours, 


[513 ] 


BUILDING RETAIL BUSINESS BY LETTER 


A general letter 


on furniture. 


Mrs. JR. thomas: 
62 Thomas: St., 
Kankakee, I11. 


Dear Mrs. Thomas: 


Not so long ago, the "Living” room 
used to be the "Parlor"--just for company--but 
today that most attractive, comfortable and big- 
gest room in the house is dedicated to the FAMILY 
to LIVE in. 


Although furniture is still decorative-- 
it must above all things be comfortable. When- 
ever friends come into your home, you want them 
to be impressed, first of all, with the cheer, 
restfulness and COMFORT of it, don't you? 


Modern homes combine UTILITY and Beauty 
from the nursery to the kitchen, there is furni- 
ture that is USED EVERY DAY and enjoyed. Labor 
saving devices are increasing in variety and re- 
liability every day! We have any number that we 
recommend highly. | 


Things that ENDURE--that are useful and 
beautiful, individual and charming--there is every 
reason why a trip to our store would be an "adven- 
ture" for you. We want you to come often--and to 
feel perfectly at home. 


Very truly yours, 


[514] 


FURNITURE 


Suggestions for Christmas 
gifts. 


Nes, G. N.. Nelson, 
BraAren mies,, 
Philadelphia, Pa. 


Dear Mrs. Nelson: 


Home, to Americans, means so much this year. It 
is the place nearest and dearest to every heart. And 
this Christmas you want your gifts to carry with them your 
appreciation of home. 


A genuine thrill of happiness and pleasure will 
come to those dear ones you remember---and to yourself---if 
your gift is one of furniture. A trip through this American 
store's displays emphasizes the fact that this should be a 
Christmas of lastings gifts. 


Who wouldn't be pleased and delighted to receive 
an easy chair, a luxurious rocker, a lamp, a picture, car- 
petsweeper, kitchen cabinet, rug, a fine reading table, or 
a pretty bedroom set or piece? 


There isn't a single thing in this store's display 
of good things for the home that hasn't a rich bit of the 
Christmas spirit tucked away in it waiting to please someone 
for you. Descriptions fall short, Mrs. Nelson. Only a per- 
sonal inspection will convey to you the beauty and appro- 
priateness of the gifts you can select here. 


Come and look around---study the gifts for ideas. 
We'll show you through gladly without any obligation on your 


part to purchase. 


‘Yours very truly, 


[515 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Our experienced sales people will 
gladly offer suggestions. 


Meee Aye ons:, 
ote PoOulLker st... 
Detroit, Mich. 


Dear Madam: 


We have already written you letters 
concerning the policy of our store and its 
merchandise. Now we wish to ask you a question 
about your own home. Isn't there some corner 
or some entire room that you have long considered 
brightening up? Would a new rocker, rug, floor 
lamp, or parlor suite cheer it for you? 


It has always been our policy to carry 
in stock such merchandise as will brighten and 
cheer both yours home and yourselt, You aaa 
that our salesmen give you the benefit of their 
years of experience, and that they will help you 
to select furniture which combines good looks, 
long wear and real comfort. 


Nothing is ever too small for us to con- 
sider. In furnishing your home, our sole -inten- 
tion is to supply appropriate articles, appropri- 
ate in durability, comfort, appearance and price. 
And if you desire, appropriate terms can be made 
to suit your own convenience. 


Can we count on @ visit from you when 
next you brighten up? 


Very sincerely yours, 


[516 J 





FURNITURE 


Spring House-Cleaning time 
suggestions for the refurnish- 
ang of the home. 


Mra J: Be.-Nelson; 
111 Stewart Ave., 
Elgin, Ill. 


Dear Mrs. Nelson: 


After your Spring House-cleaning when everything 
shines and looks CLEAN---don't you dread to put that old 
velvet chair or rug or those rather faded draperies back in 
their old places? It's like having to wear a Winter suit--- 
just the least bit shabby---on the loveliest Spring days. 


I'm positive, Mrs. Nelson, that this store's idea 
of appropriate furniture and sensible prices harmonize per- 
fectly with yours. ‘You can Save Money and get more real 
Satisfaction on every purchase you make here. I know you'll 
think that's a broad statement---but we can prove it. 


You can't spend too much thought and time in mak- 
ing your Home comfortable and attractive---a place where you 
are proud to bring your friends---a place your children will 
remember with a little pang of homesickness. 


Our exhibit of advanced furniture designs and our 
friendly counsel on any questions .of modern home furnishings 
are freely at your disposal. .Please pay us an early visit, 
to look, to ask questions and get our prices. You will not 
be urged to buy. 


Cordially yours, 


[517 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Best stocked store in the state. 
You’ll find exactly the piece 
of furniture you want. 


Mrs. L. Richards, 
121 Main St... 
Lynn, Mass. 


Dear Mrs. Richards: 


If you delight in seeing beautiful furniture, 
you should make it a point to stop in the first after- 
noon you go out to shop. We believe no store in this 
state is better stocked in this particular line. 


Superb and unusual new styles for the living 
room, den, dining-room and bedroom are constantly arriv- 
ing---settees, arm chairs, Morris chairs, divans, of the 
most recent design. We deal with only the largest 
makers of furniture that will be a credit to your home 
and will last a lifetime. 


should you -be in search of special or odd 
pieces with which to "freshen up" your home, you will be 
sure to find many things here that will especially 
interest you. We have been as careful in our selection 
as we would expect you to be, Mrs. Richards, APPROPRIATE 
furniture costs no more than the other kind. Where it 
is requested, we are always glad to aid in the selection 
of a harmonious "setting" for any room in your house. 


The woman who is "merely looking for sugges- 
tions" is always welcome at this store---we do not ex- 
pect her to buy until she is ready. We are here to show 
you anything and everything and not have you feel the 
least bit obligated. 


If you do not buy today, you may SOME day, so 
we are always glad to have you feel easy about coming 
and going. Our furniture is Here for you to look at==— 
buy only when the mood strikes you. 


Yourg very craig, 


ei 
Or 
—_ 
(ea) 
jr 


FURNITURE 


A furniture store that works 
to gwe the best values and 
service, 


Mrs. James Linden, 
ae Met bs 
Boston, Mass. 


Dear Mrs. Linden: 


We want you to feel you can get anything you want 
at this store. We want your friendship every bit as much as 
your patronage. 


You know the old, old business motto: "A satisfied 
customer is the best advertisement."' We believe this. The 
success of our business has proven it absolutely. Satisfied 
customers have made this the popular store it is. 


We can give you big values, we can save you money, 
we can give you liberal, square treatment and obliging serv- 
ice in all things---therefore we believe these things will 
€arm your enduring friendship and loyalty. 


This furniture store is for serious, sensible, 
saving people who want to make every dollar buy its utmost. 
Tues sa suore that earnestly strives to contribute: to. the 
beauty and happiness of homes of a community. 


fi vhe family has Jonge*ysarmed fora phonograph or 
a player-piano, we carry the very latest models in instru- 
ments that will not only beautify the living room, but add 
to the charm and attractiveness of your home life. 


You are always welcome, Mrs. Linden. We are more 
than glad to show you around, no matter whether you are on 
a visit "just to see things", or want to buy. Courtesy and 
whole-souled treatment are an inseparable part of this in- 
stitution---its doors are always open to you. 


Very sincerely yours, 


[519 ] 


BUILDING RETAIL BUSINESS BY LETTER 


A store that takes an interest in 
selling furniture that will prove 
attractive and comfortable. 


Mrs.o Ia Ds Ohi sie, 
& Grove St., 
Monte Lair asd 


Dear Mrs. Oliver: 


Don't you believe the appearance of a home re- 
flects the life that goes on within it, the happiness, 
contentment and merriment? 


I know a woman whose home reflects her own ir- 
resistable sense of humor, from the cuckoo clock, to the 
musical chair that sits demurely in the corner. Children 
love to visit her...her home is so quaint and full of sure 
prises, like herself. Her own children will remember that 
HOME with little pangs of homesickness. 


Make your home reflect your Personality. It is 
something more than shelter. It is a Shrine. 


We have an Ambition to make the homes of Montclair 
distinctive, attractive and delightful. We buy very care- 
fully and thoughtfully. If you wish to refurnish a room, 
you will find that we have provided a complete, harmonious 
set of everything - dining room, bed-room, parlor, kitchen, 
library - and if you buy here, you will never have to "patch 
in" with something that doesn't EXACTLY match or blend. 


Appropriate, individual furniture need not be ex- 
pensive, in fact-IS nots Ours as) for tie wp lain. sins 
family that lives moderately, loves comfort, and appreciates 
beauty. We want Montclair to be known, some day, as the 
city of lovely homes, from the littlest cottage, to the big- 
gest home. 


Won't you come in? We love to show our things and 
hear your plans for Thrift and improvement. 


Sincerely yours, 


[ 520 ] 


——— 


ee 


—_— — "= 


FURNITURE 


Come in and see the specially. 
priced articles. 


Mrs. John Reynolds, 
Ze .brosan St.., 
Newark, N. J. 


Dear Mrs. Reynolds: 


Of course you are interested in making your 
home more attractive, and welcome every opportunity to 
add to its comfort. 


And the very opportunity that you have been 
waiting for may lie in some of the exceptionally good 
values this store has to offer. Stock-taking time al- 
ways brings to light a few broken sets, and odd pieces 
that good business or change in design forces out ata 
Surprising price: 


There are not many such offers, Mrs. Reynolds, 
even in this big store after an especially busy year. 
But those that have been put out for your inspection are 
well worth the time and effort of a special trip. 


To describe the specially priced pieces would 
make this letter too long, and then not tell you much. 
Come to the store and see them. You will find the trip 
helpful in suggestions and ideas if you do not find just 
the sale piece you need. 


We. assure you we appreciate and look forward 
to the opportunity of serving you. 


Yours very truly, 


[521 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Courtesy days reserved for 
selection at sale before the 
public is mvited. 


Mrs. Joseph Rickter, 
111 Main St., 
Suereul, Niwas 


Dear Mrs. Rickter: 


We take pleasure in enclosing with 
this letter, copy of. our August Sale Advertise- 
ment that will appear in the Sunday Herald 
May 2o. 


For our regular customers and patrons, 
we are reserving courtesy days, Thursday, July 25, 
Friday, July 26, and Saturday, July 27; days when 
you may make selections before the general public. 


Our sale regularly starts Monday, July 
29 and continues through the month of August. 


We trust you will take advantage of 
these courtesy days, especially set aside for you, 
with the wonderful values offered. 

Customers using these special days will 
get the best furniture to be had during this 
money-saving time. 


Awaiting a visit from you, we remain 


Very truly yours, 


[ 522 ] 


E ' 
C—O 


FURNITURE 


A Campaign for the better 
Furniture Shop or Interior 
Decorator. Letter No. 1. 


Mrs. J. K. Henderson, 
111 Park Avenue, 
New York City. 


Dear Mrs. Henderson: 
Madison Avenue near 69th Street! 


When you need furniture of the sort not 
ordinarily: found in shops; when repair or uphol- 
stery experts can be of service; when cretonnes or 
linens, lates or embroidery, carpets or hangings, 
paintings or mirrors---anything for the home--- 
may be desired, won't you remember we are near? 


We-moved here for two reasons... Wewant-— 
ed to be neighbors of our patrons---many of them 
live near at hand. But also we wanted to make pat- 
rons; of our hew neighbors. 


Is there any way, Mrs. Henderson, in which 
we can be of service to you at this time---? 


LOUrs Sincerely, 


[ 523 ] 


BUILDING RETAIL BUSINESS BY LETTER — 


A Campaign for the better 
Furniture Shop or Interior 
Decorator. Letter No. 2. 


Mrs. J..K. Henderson, 


111 Park Avenue, 
New York City. 


Dear Mrs. Henderson: 


Last season, when you closed your country 
home, what was the plan you had in mind for it---? 






ei 


: ri 
A room to be redecorated---? A new rug in the liyv— © a . 


ing room---or chintzes for the west windows---? Upsaas 


holstering anew the davenport near the fireplace---? ng 


Chairs for the porch, 


or linoleum on the laundry floor, 


a 
‘ 


> 


or an iron bench for the garden---? i) 


What was it---? 


Let us attend to it for you. 


ey fer! 
eyo 


2 in r 





We can provide 


whatever is needed, and do anything that must be done, " 


in any part of the United States. 
whenever you say, Mrs. 


Phone Rhinelander 8000. 


Henderson, ready for use. 


Yours sincerely, 





It will be complete 


[524] - Piet 7 
“deere 

: - ae, Pt 

di 9 7m 7 “A ( 


FURNITURE 


A Campaign for the better 
Furniture Shop or Interior 
Decorator. Letter No. 3. 


Mrs. J. K. Henderson, 
lll Park Avenue, 
New York City. 


Dear Mrs. Henderson: 


Whether you want it or not, in every 
room there is what interior decorators call a 
"Genter of interest". 


It is what first attracts the eye. 
You admire or disapprove of it unconsciously be- 
fore you notice anything else. It may be a lamp 
that gives a cheery note of color---or a lounge 
bright with pillows---or a glowing copper sam- 
ovar. Always SOMETHING wins first attention. 


If it is carefully selected---if the 
furniture and the hangings and the lights all aid 
in producing the desired impression---you may be 
certain that the room will be pleasing. If the 
room is arranged haphazard, Mrs. Henderson, it may 
suffer from some easily corrected fault. 


We are glad to advise. 


Yours sincerely, 


[ 525 ] 


A Campaign for the better 
Furniture Shop or Interior 
Decorator. Letter No. 4. 







; _™ c ‘ous bers > 
ad Wag "4 4 | 


BUILDING RETAIL BUS NESS BY LETTE Ro 


wie 
a’ o 


> 


- 


. 


Pe) ge! 


Mrs. J. K. Henderson, 
111 Park Avenue, 
New York City. 


Dear Mrs. Henderson: 


Did you ever watch a summer storm come 
over a wide stretch of country---? f 


The world looks a different place under 
dull gray skies from the same world in warm sun- ~~ 
shine. Light makes the difference. ie 

Pie 
: However handsomely your home may be fur- ag 
nished, Mrs. Henderson, it cannot look its best un- 
less seen "in the right light." — . 


t " : " 

We are specialists in home illumination. 
By skilled selection of curtains and hangings for 
daytime, and by the use of artistic and attractive | 
electroliers, table lamps and floor lamps by night, 
we create the atmosphere which sets off all within 
a home to greatest advantage. er: 


Consult us without obligation! 


Yours sincerely, 


[ 526 ] | 5 oe 


FURNITURE 


A Campaign for the better 
Furmture Shop or Interior 
Decorator. Letter No. 5. 


Mrs. J. K. Henderson, 
111 Park Avenue, 
New York City. 


Dear Mrs. Henderson: 


While you are reading this letter a ship 
is moving through the Atlantic toward New York. It 
is bringing us furniture---antiques---from England 
and Belgium and France. 


Another will come from the South, with 
rare wood and leathers. A few weeks hence Japan will 
send a’ cargo ‘of silks. From all the far places of 
the earth, whatever will render the modern home com- 
fortable or attractive is gathered here. 


We import direct. We also purchase the 
best that comes to the market. . We keep constantly 
4m touch with the source of supply. of everything re- 
lating to home furnishing or decoration. This is why, 
Mrs. Henderson, we can provide anything you need or 
wish, from any country or any age, promptly! 


Yours: sincerely, 


[ 527] 





bg 


BUILDING RETAIL BUSINESS BY LETTER 


A Campaign for the better 
Furniture Shop or Interior 
Decorator. Letter No. 6. 


Mrs. J. K. Henderson, 
111 Park Avenue, a 
New York City. | , aa 


Dear Mrs. Henderson: 
It's: not: too carly. 
Shortly it will be too late. 


When the Season starts you won't have 
time. And delay then will be impossible. 


If you need new furniture, or repair 
or upholstery service or new rugs or draperies 
or pictures, or decorative service or household 
equipment of any sort---please let us know as 
soon as possible. 


We ask this, Mrs. Henderson, in order 
that we may give you the very best of service--- 
the kind you are entitled to---the only sort we 
are: willing %o),offer! 


Yours: sincerely, 


[528] <9. 3°) i 





FURNITURE 


Installment Furniture series. 
Letter No. 1. 


Mrs. J. K. Henderson, 
lll Park.Street, 
New York City. 


Dear Mrs. Henderson: 


There was an article not long ago in Good 
Housekeeping Magazine which contained a particularly 
valuable suggestion! 


thet the family budget include a ‘sum ... to 
be regularly set aside for new furnishings. As it ac- 
Cumulates, buy one rug, or a chair, or a table, as 
eceeuuled Inetne plen. ina short time add another, 
and so continue until your whole environment is remold- 
ed nearer to)/your heart's desire ...° There is much joy 
to be gained watching rooms grow." 


We write; Mrs. Henderson, to assure you that 
there is no need for you to wait until "it accumulates". 
If you wish, we can arrange a charge account on liberal 
perme, to (care for your purchases. 


The effects you can secure in your home by 
systematic planning and gradual purchase, will please 
you greatly. We'll be glad to give the information and 
help necessary to intelligent planning. 


Pours cord ted, 


[ 529 ] 


Installment Furniture series. 
Letter No. 2. 


Mrs. J. K. Henderson, | : 
111 Park Street, } 
New York City.: 


Dear Mrs. Henderson: 



















When you buy groceries, you like to go to 
the same place every day, where you can depend on the © 
quality of the goods and the reliability of:the service 
---where you have an account to serve your Renee: 
---where buying is easy. The same is true when you buj 
clothing for yourself or’ your) temi ly: ae 

You purchase furniture less frequently; and) (yam 
hence you are less apt to KNOW your furniture store. be Ug 
Yet you spend more’ in a lump sum for furnivore you | 
less chance to. experiment, and you Live pene ne 5 ee 
out with what you get. 


Wouldn't it be a good plan, Mrs . Henderson, ree 
to get acquainted with what we have here, even when you a 
have no immediate need of buying? Stop in "just to 
look around" when you are near us---get ideas, see what | 
we offer, and learn about the convenient liberality of 
our credit policy and the moderation of our prices. 


Yours cordially, 


[S800 Slices a 
iat sy a . 
7 ’ . * ve 
L v Me? wr 
, is ‘ ” Pa ly <f : 
me » hat 4 io n™, a 
we “dae Ko Peat 


FURNITURE 


Installment Furniture series. 
Letter No. 8. 


Mrs. J. K. Henderson, 
Jil Park Street, 
New York City. 


Dear Mrs.. Henderson: 


Winter is here. You'll be indoors. Do you 
know the pleasantest and most enjoyable way to spend 
an evening? 


A deep, comfortable chair, a glowing lamp 
Shedding soft light about you---a good friend, a good 
book, or a jolly record on the phonograph in the dimness 
outside the lamplight, will be all you need! 


We have chairs and davenports of the sort you 
Can sink into with a feeling of perfect rest. We have 
lamps big and. little---table lamps, floor lamps, lamps 
to harmonize with every type of decorative treatment. 
For music we have the Aeolian and a stock of records to 
please every taste. 


In fact, Mrs. Henderson, we have whatever you 
need to refresh your living room, dining room, bed rooms, 
library---to add the charm of novelty to your Home, and 
you know that anything here can be yours on terms suited 
to your convenience, if you will allow us to open a charge 
account for you. 


Yours cordially, 


BUILDING RETAIL BUSINESS BY LETTER 


Installment Furniture series. 
Letter No. 4. 


Mrs. J. K. Henderson, 
Sr ark: DUre eb: 
New York City. 


Dear Mrs. Henderson: 


Whether you are planning to entertain at 
Thanksgiving or make the feast-day just a family af- 
fair, you'll want your dining room to look as attrac 
tive as possible. Now is the time to pick out what 
is needed to complete your equipment. 


It happens that we have some exceptionally 
fine dining room pieces just now, ab prices thacgiawsis 
please you. You've no idea how a few new things will 
brighten up the room and give it a festive air. We 
suggest you stop in and see. 


The costs are moderate, because our large 
buying power (we operate four big stores) enables us 
to secure the choicest offerings and the best terms 
from the better manufacturers. The terms are liber- 
al, because it is our policy at all times vor cerve im 
every way the convenience of our patrons. 


Come in, Mrs. Henderson, and choose what you 
need! 


Yours conjieiiy; 


[ 532 ] 


FURNITURE 


Installment Furniture series. 
Letter No. 5. 


Mrs. J. K. Henderson, 
lit Park Street, 
New York City. 


Dear Mrs. Henderson: 


This store is delightfully restful and quiet. 
stop in while you are doing your Christmas buying. We're 
glad to have you---whether you happen to want to get any 
of the things WE offer, or not, make this headquarters. 


Buu ree liv, Mrs: Henderson, there is ne sort of 
shop so rich with suggestions for unusual, pleasing gifts, 
as a furniture store. Christmas is the time when Home 
Weens much to us all, and gifts for Home are. correspond- 
ingly welcome. 


Of course we have the Big Gifts---cedar and in- 
laid chests, Aeolians and records, elaborate lamps, and 
pieces of furniture that run into money; but don't forget 

.the little ones: The book-ends and trays and mirrors and 
smoking stands and such. We have hundreds of things cost- 
ing under ten dollars. 


And remember that we'll be glad to carry a 
charge account if you wish for your Christmas---or any 


other---purchases. 


Yours cordially, 


[ 533 ] 









bs e : q f o% ae 4 7, eat 3 ir A - Pa 


- : ioe 


BUILDING RETAIL BUSINESS BY LETTER _ 


- 


<. 
Li , 
dl 7 


Installment Furniture series. 
Letter No. 6. 


Mrs. J K. Henderson, 
DligPark Street, 
New York City. 


“Dear Mrs. Henderson: 


at this time of year; or on russet apples in May. Yc 
must buy in season. 

dhis is the "furniture season". Why wait un- me) 
til moving day or house-cleaning time to discover what 
you need, when there is a general reduction in every, 
partment of this store during the whole month of Janu ry 


Ag - 


We may have right now the very thing you ought 
to have at a third reduction. Not merely our holiday 
stock, but all our regular lines will be reduced; and by? 
there are some remarkable values, Mrs. Henderson, in odd 
pieces or discontinued models or suites. ha 

Come in---there's no obligation. Rvery thine 
is marked in plain figures, and you can consider and c i 
pare to your heart's content. If you want us to, we'll 
charge your selections. 


Yours cordially, | 


[ 534] 


BUILDING RETAIL BUSINESS BY LETTER 


An Aeolian Vocalion letter, 
overcoming impression ‘‘ Too 
expensive.’ 


Mrs. G. Bowman, 
576-otate ot., 
Detroit, Mich. 


Dear Mrs. Bowman: 


"But, aren't they very expensive?" We often 
smile at this question when some of our patrons have 
heard the Acolian-Vocalion---"that very latest scientif- 
ic type of phonograph" --- that draws the hidden beauties 
from your record. 


Its new standards of "beauty in phonographic 
form", its unique ability to develop beautiful tones here- 
tofore inaudible in records --- and to make each record 
sound new---all naturally ‘create the expensive impression. 


As a matter of fact, however, Vocalions are no 
more expensive than other phonographs in the better grades. 
One very popular model --- a beautiful instrument --- costs 
Do bl 15.00% 


You will be surprised at the convenience of the 
terms on which any model of the Vocalion can be obtained. 
Come in any time. We'll be glad to "just play" your favor- 
ite record for you. 


Cordially yours, 


[ 535 ] 


FURNITURE 


Come in and hear your 
favorite music played. 


Mrs. Donnelly Gilson, 
52 Eee gy the o., 
New York City. 


Dear Mrs. Gilson: 


You are cordially invited to a special exhi- 
bition of the famous Vocalion in varied and interest- 
ins models. What would make a more appropriate Christ- 
mas Gift than one of these? 


The Aeolian-Vocalion is the new phonograph 
that is absolutely revolutionizing all previous ideas 
of sound reproducing instruments. It will interest every 
phonograph owner since it represents’ a remarkable advance 
in phonograph development. It will interest those also who 
never have considered the phonograph seriously --- the Vo- 
calson tone i8 so clear, so pure, so artistically perfect 
that it wins the admiration and respect of those qualified 
to judge music critically. 


Come in for a fifteen minute test. Select your 
favorite vocal record, an orchestral and a solo instrumental 
recird. They will prove the Vocalion tone the most wonder- 
ful phonograph tone in the world. 


Cordially yours, 


[ 536 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Music in the 
home. 


Mr. Louis Finch, 
Peekskill, 
‘eee ae 


Dear Mr. Finch: 


Music deepens a family's happiness and peace and 
contentment, and adds charm and personality to their home 
Making people love to visit it. Everyone believes that. Did 
you ever find a Mother who didn't TRY to make a musician out 
of a child of hers... at some time or other? There's always 
the possibility of GREAT SUCCESS. 





This store has a SECRET AMBITION to bring music into 
every home in Peekskill. We have devoted years to the study 
of all sorts of instruments, Pianos, Player-Pianos, Phonographs 
and small provisions such as strings, bridges, etc., with that 
in mind. We want to be an indispensable aid to teachers and 
pupils of music, to singers and accompanists, and most of all, 
to that average musician and music-lover, the Home-maker. 


A song of cheer and couragé, in a time of trial 
some wistful, restful strain when you are tired .. a 
Phonograph on the porch on a summer evening. The value of 
music as a part of home like is immeasureable! It strengthens 
and deepens character in children and comforts the spirit of 
the grown person. 


If you can't make music yourself, there is the 
Genuine Pianola or the Aeolian-Vocalion and Columbia Grafonola, 
that will reproduce the music of great artists. If you can .. 
you'll be fascinated with our collection of stringed, reed and 
wind instruments, and our extensive shelves of sheet music, 
classic and popular, old and new. We enjoy playing anything 
you wish, for you, whether you buy or not. 


We want to see you soon -- and often! 


Sincerely yours, 


[ 537 | 


FURNITURE 


A breezy letter on 
musical instruments. 


Dear Mrs. Valentino: 


If MUSIC were too expensive to have as a part of 
one's daily life .. then life would be just one-half as worth 
living es Wty is? 


But .. it isn't. There is some sort of instrument 
in our store for every purse in town, from a beautiful Baby 
Grand Piano to the popular ukelele! Yes .. and the book of 
music to go with it .. from the "first lesson" to the sonatas 
of the greatest masters. 


We have come in touch with cases of “sleeping” mu- 
Sical ability even in "grown-ups" that no one ever knew about 
until just the Right instrument for that peculiar talent was 
put into their hands. It's a fact .. one is Never too) olga 
learn to play SOMETHING well enough to cause pleasure to one- 
“self andviriends: 





If there is a comparatively easy instrument .. like 
the mandolin, the guitar, the ukelele or even the banjo, a- 
round the house .. you'll be picking out tunes by ear, before 
you know it, and with a little instruction .. off you 209eiaGe 
a new realm of interest and endeavor! 


We WANT you to come in and-listen to the mellowness, 
and richness of tone, in our instruments .. hear some of our 
selections, any time you have a leisure moment and are inter- 
ested. If you wish, we will try a record or two on the type 
of phonographic machine you prefer, too. You will enjoy it, 
and be made to feel NO obligation. | 


We'll give you a price list to take home with you .. 
it may surprise you by its moderateness. Then you can "think 
about it" and do as you please. Drop in, any time. You're al- 
ways welcome! 


Cordially yours. 


[ 538 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Hear your favorite piece 
im our music room. 


Dear Mrs. McDonald: 
What diversions are you planning for tomorrow? 


We all know that the person who thoroughly enjoys 
life in a healthy, wholesome way, is constantly seeking a va- 
riety of interests as a change from ordinary duties. Little 
vacations, week-end trips, little visits with friends or rel- 
atives are life-savers. But one can't always have such de- 
lights in prospect, so other changes of atmosphere must be pro- 
vided. 


May we suggest a diversion that is always available 
and always different---always presenting something interesting, 
something enjoyable---a diversion that costs nothing, but 
which provides pleasing stimulus in new ideas, or, possibly, the 
inspiration of an hour with great musicians and artists? Our 
suggestion is this--- 


A little visit to our music department. Come and 
loiter along our aisles, rest in our Music Room, delight your 
soul in the colorful beauties of exquisite fabrics and velvety 
carpets---let the new records trigue your interest and, when 
the visit is over, carry home with you all sorts of new ideas 

_ to brighten routine hours. 


There's no obligation to purchase anything at any 
time. It is your privilege to be shown anything you may wish 
to see, to have re-created on the New Blank any music you may 
Wisie vO sneer. lt 1S Our pleasure to keep you informed, about 
the many interesting things to be found in our store and to be 
at your service at all times. 


Very truly, yours, 


[ 539 ] 


FURNITURE 


Invitation to hear Aeolian 


Vocalion. 


Mre. 1 Seas ene Lan, 
5S Maan st., 
Washington, D. C. 


Dear Mrs. Phelan: 


We invite you to hear the Acolian-Vocalion. 
In the tone of this new phonograph there is greater 
depth and richness --- less of the phonograph and more 
of the subtle beauty of each voice and beauty. 


Lovers of the phonograph will find great de- 
light in playing the Vocalion --- in modulating with the 
Graduola, the Vocalion expression device, each tone as 
they choose. Here is thevcure for record monotony... 
here is a new and rich source of musical interest and 
satisfaction. 


The Vocalion is a wonderful instrument, a 


beautiful influence in the life of an individual ---= or 


home. It will send the voice of the dance through happy 
hours, have ready always a song of cheer, of courage, 
sympathy or inspiring sweetness. The Vocalion produces 
music --- every kind of music --- with a true beauty 
never before heard from a phonograph. 


Nine out of ten people that hear the Vocalion 
Say there is no other phonograph. Play -it and see for 
yourself. 


Very sincerely yours, 


[ 540 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Headquarters for talking machines. 
Three leading makes handled. 


Mrs. W. Williams, 
ee) Msi mse, 
Newark, N. J. 


Dear Mrs. Williams: 


You may wonder why I am sending this 
PERSONAL letter to you. Weil, I will tell you--- 
it is because your name has been given to me as 
@ person who is interested in the BEST in what- 
ever you buy. 


At Blanks, you may select from three 
of the BEST phonographs in the world---the 
Victor, the Brunswick and the Path'e. We 
will be glad to make arrangements with you 
to buy a phonograph, on terms to suit your conven- 
jence. We carry the most complete stock in 
Vieurolas, both in instruments and in records. 


Remember, when you or your friends are 
ready to investigate, the enclosed return card 
will bring literature explaining our proposition 


in detail. 


Very truly yours, 


[ 541 ] 





= 








: Srotion XVI 
COLLECTIONS 


\ 


“i 


BUILDING RETAIL BUSINESS BY LETTER 


INSTRUCTIONS TO USERS OF THE EYTINGE COLLECTION 
SERIES 


First, read the copy over carefully, making any changes necessary to fit the 
letters to your business. 


Second, use your own letterheads, and if you have several styles of these, the 
occasional change may prove helpful in results. 


Third, never send a collection letter out so that it arrives in either the first 
delivery of Monday or Saturday afternoons—avoid the rush. 


Fourth, in letters No. 1 and No. 2, use a ticket punch or other device and 
punch three or four holes in both the letter and the statement that is to 
accompany, linking the two together with a bit of string or tape, colored 
preferably, so as to attract attention. The letters are built around the 
string idea and this must be preserved. 


Fifth, register the last letter for several reasons: First, the mental impres- 
sion aids in cleaning up the debt; the reaction is indicative of your firm 
determination; and last, you are certain to definitely locate your debtor, 
should he have moved. 


These letters were written for a Pennsylvania client by Louis Victor 
Kytinge, America’s most famous letter expert, the founder and two years 
Editor of Postage, author of more than ninety business magazine articles 
upon better letters. Just as the final proofs of this book were being corrected, 
a contract was closed with Mr. Hytinge to join The John Service, Inc., as head 
of the copy staff. Immediately he consented to allow this famous series of 
letters to be passed along for your use—the same thing with the vacation 
goods letters in another part of the book. 

Perhaps it is well for us to remind you, right here, that if you find firms 
using the letters in this book and they have no authority, if you will immedi- 
ately advise us, we will take such steps as are best suited to the situation. 


With good wishes, 
THE JOHN SeErvicg, INc. 


[544 ] 


COLLECTIONS 


——. 
Rommese 1 MORE 


Mens Furnishing Goods Company 


UE FeweMste Thies ain ch ever 
D Are gre (hws ewe 





; Apne, 
SOL DETO! DATE ° 
; TERMS, FO.8 LOSANGELES 





[ 545 ] 


BUILDING RETAIL BUSINESS BY LETTER 


An irresistible 
appeal. 


Mr. H. K. Henderson, 
111 Park Avenue, 
Bradford, Penna. 


Dear Mr. Henderson: 


Do you remember how, when you were young 
and your good folks sent you down town after some- 
thing---they were very likely to tie a string about 
your thumb to make certain you would not forget! 


Those were the happy days, were they not? 


But---there's no reason why the days of 
NOW should not be as happy, and it is just as certain 
that some of us are liable to forget the little things 


of today. 


Because of that, we are sending you this 
little reminder---NOT TO FORGET TO PAY---the enclosed 


statement. 


We hope you enjoy the smile in our letter and that 
we may have the pleasure of hearing from you promptly. 


svincerely yours, 


---Tie the string--- 
and you won't forget. 


[ 546 ] 


COLLECTIONS 


Another friendly 
request. 


Wr. H. K. Henderson, 
111 Park Avenue, 
‘Bradford, Penna. 


Dear Mr. Henderson: 


Willie's mother had just given her little boy 
a lecture and told him that his every act was known to 
God---that God's eye followed him wherever he went. 


Willie went down the street ashamed of himself 
and his faithful Fido followed close behind. Ina few 
minutes Willie turned into a lane, saw the dog, and then 
delivered himself of "Aw, go on home and quit yer follerin' 
me around. Ain't it ‘nuff to have God wid me, all ther time 
without you taggin' on behind!" 


Now, we don't want to be tagging on behind. We 
do not want to annoy or bother you one bit---but---we do 
Want to remind you that we have sent you, already, one copy 
of the enclosed account and we would be pleased to have 
your prompt settlement. 


Will you oblige us? 
Earnestly yours, 
Yes, that's a piece of the 
same string we sent you with 
the other letter. It will 


prevent your forgetting this 
time. USE IT. 


[ 547 ] 


BUILDING RETAIL BUSINESS BY LETTER 


Follow-up on previous 


letter. 


Mr. H. K. Henderson, 
111 Park Avenue, 
Bradford, Penna. 


Dear Mr. Henderson: 


Do you remember the story of Midas, the great 
king of ancient days! You know he was said to have the 
magic touch---that everything he touched turned to gold. 


Now, if we had the touch of Midas, we'd not be 
writing you this letter. We would not be insisting on pay- 
ment of the amount you are owing us---$ (insert amount here) 


But a. contract is a contract and should be) immed 
up to. If we give our word to the bank to pay, we have to 
be right there with the money at the proper time---or if 
we are not, the bank uses the law on us. All the business 
of the world would go to smash if we couldn't depend on the 
sacredness of a commercial agreement. And, in order that 
we may make our payments as WE agree, we expect you to pay 
us the money due us. That's fair, is it not! 


Frankly, if some one owed you the money that is 
due us from you---and you needed it just as we do--- 
wouldn't you go after it with all the power you could use! 
To be sure you would. Then, please, treat us as fairly as 
you would expect to be treated and save us from adopting 
harsher methods. Just give us the square deal. 


We will expect your prompt remittance of $ (amount) 


Harnestly yours, 


[548 J 


COLLECTIONS 


A stiff dun pleasantly 
phrased. 


+ 


Mr. H. K: Henderson, 
111 Park Avenue, 
Bradford, Penna. 


Dear Mr. Henderson: 


The other day down in the Justice's Court there 
came up the settlement of a collection case. One man orig- 
inally owed but $28.00, but by the time the matter had been 
put into the hands of lawyers---by the time the papers had 

‘been served and the case heard---by the time the attach- 
ments had been issued against the man's property---it cost 
him $85.00. 


Now then, we've tried to be fair with you. We 
have written you several times, fairly, and squarely and 
friendly, for we do want to be friends. But, if you do not 
take some steps to even up that little matter of $--- 


WE WILL HAVE TO PROTECT OURSELVES BY GOING TO LAW. 

Frankly, what IS the matter? Why not come: in and 
talk things over with us, face-to-face? We are not unreason- 
able---we- will be as fair toward you as you are to us. If 
all cannot be paid at one time, tell us the exact conditions 

- and we'll be as easy as possible under the circumstances. 

But---in order to prevent legal proceedings, we 
will have to have some evidence that you actually intend to 
do what is right by us. 

We will expect to hear from you promptly. 


Sincerely yours, 


[549] - 


BUILDING RETAIL BUSINESS BY LETTER 


Final Warning with 
Time Limit. 


Mr. H. K. Henderson, 
lil Park Avenue, 
Bradford, Penna. 


Dear Mr. Henderson: 
We have no answer to our letters ------ 


And have registered this to make certain of per- 
sonal delivery so that in the event of suit being filed 
against you, the defense cannot be that you were-not proper-—- 
ly notified. 


You surely do not recognize the position in which 
you place yourself by your continued neglect to pay the sum 
of $-- owing us. You are surely aware that the grocers, 
dry goods dealers and other merchants are fully organized and 
the debtor who does not pay his just debts is blacklisted by 
merchants, doctors and other professional people--——vhe very 
ones on whom you may have to depend at critical times. You 
surely do not care to destroy your reputation for honesty. 
Then take care of this matter at once, for if it is not settled 
by the end of next week our lawyers will act. 


You know well enough that when a judgment is entered 
against a debtor, he is assessed all the costs and that these 
are often greater than the original debt---that all services, 
subpoenas, court costs, attachments, judgments, executions and 
lawyer fees---all these are charged against you and your proper- 
ty when it is sold to justify claims. You will.have to act 
quick to save all this. 


We are willing to do anything in our power to adjust ™ 
this on a friendly basis and your best course is to come into 
this office at once and see us. If for any reason this is im- 
possible, then write right away, telling us what you'll do. 


It is UP-TO-YOU to act NOW---ten days time only can 


be given---after that the LAW and its expense. Why not act. 
now? . 


Insistently yours, 


[ 550 | 





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